National Guard "Path to Honor" Series
The Army National Guard (ARNG) contracted Hooah to produce four videos highlighting the variety of career paths available through serving. The videos were part of its online recruitment campaign, and intended for posting on the ARNG website.
Our team traveled to the field location of three Guard members, who spoke about the opportunity that service gave them to pursue their career. The videos feature an active duty soldier transitioning into civilian life, a chaplain who appreciates being able to fulfill his calling through ARNG service, and a Warrant Officer who tells about following his goal to become a pilot through the Warrant Officer program.
Each Guard member directly addresses the viewer/potential recruit by describing his career goal, and how the Guard is helping him achieve it. We shot footage of the Guard members in their work environment, from the chaplain holding a service in the field to the Warrant Officer flying a Chinook (double-bladed helicopter used to transport troops and supplies).
Hooah wrote the scripts in a conversational manner, allowing the Guard members to connect with and engage viewers curious about possible career opportunities. Our production team provided basic direction to the members, resulting in a natural delivery that sounds as if each were talking to one person standing in front of him.
For the fourth video, we cast an actress as a high school teacher. Setting the scene in a classroom and various areas on campus, the video plays out with the teacher relating the positive traits she sees in her students who are members of the Army National Guard. We wrote the script to credit the Guard with instilling the leadership qualities and self-discipline that provide the focus necessary to succeed throughout life, as well as in school.
The videos were edited to keep the pace tight and message on-point. Ranging in length from 28 to 48 seconds, they were part of a successful recruitment campaign that continues to evolve.
- Creative Concepts
- Creative Writing