The Army Content Hub Film & Animation

The Army isn't like other jobs. You're not choosing a new 9-5. You're choosing a new way of life.

The Army Content Hub

The Army needed a video campaign that helped candidates make the biggest decision of their life. But their audience was huge.


18-24 year-olds

With so many different types of people within this age category, we knew that one series wouldn’t cut it.

Motivators + barriers

The range of influences, motivators and barriers each person faces meant a one-size-fits-all approach wouldn’t work.

Digital natives

We needed to put the world of the Army right in the palm of their hand.

We created multiple video series that each addressed specific motivators and barriers our audience were facing.

Every film could be viewed in isolation, but was part of a bigger playlist that encouraged our audience to keep watching and learn more.

Each series was created under the Army brand, but different audiences and messages require different creative styles.

What makes a…

We got into the details of what attributes the Army look for in different roles, brought to life through vivid animation.


Learn new skills

Great long-term career 


Making a difference

We told soldiers’ proudest stories of their humanitarian work and brought them to life through storytelling.


Looking for purpose


Worried about lack of skills

Can you keep up?

We filmed extreme sports influencers putting soldiers through their paces to show that their training means they’re ready for anything.


Chance to get fit

Unique opportunities 


Worried about lack of fitness

How to…

We showed the range of skills you can pick up in the Army and how they can apply to real life, to showcase the transferability of Army skills.


Learn new skills

Chance to get fit 


We made a mini docuseries about soldiers’ journeys to overcoming personal challenges.


Excitement of Army life


Lifestyle isn’t for me 

The results


visitors to The Locker content hub


minutes average dwell time


increase in visits w-o-w

The results


return visitors


visitors registered while visiting


visitors applied when visiting

The results

Through working closely with the team at 33, we have produced some brilliant pieces of work, not only visually stunning and engaging, but also reflecting our messages and business priorities perfectly. The team really listened and understood the challenges that we presented, and this shows in the product. Looking forward to what comes next!

Fi Whitworth
Capita RPP