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    The Best Work You May Never See: Accenture Song, Director Billy Boyd Cape Follow Young People’s Instincts For British Army Recruitment Spot

    By SHOOTUpdated:No Comments2355 Views

    Capita and Accenture Song have rolled out “You Belong Here,” the latest recruitment campaign for the British Army. 

    In this 30-second hero film titled “Evacuation,” we are thrust into a civilian evacuation during a conflict.  A voiceover asks us if our inclination is to do nothing or to help these evacuees. If our response is the latter, we already have the instincts needed to serve in the British Army–all we need is the training. The words “You Belong Here” appear on screen, targeting young potential recruits

    Adam Kean, executive creative director at Accenture Song, said, “Our recruitment campaigns have always been about the British Army’s belief in young people. This year we wanted to speak directly to them, putting them into a typical Army situation, often under high pressure, and ask them what they’d do, what their gut instincts are. The ads reach out across the imaginary fourth wall, and tell them we’re confident they will not just fit in, but thrive.”

    Billy Boyd Cape of Academy Films directed “Evacuation.”

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    Credits

    Client Capita for the British Army  Agency Accenture Song Adam Kean, executive creative director; Meigan Brown, Tobias Owen, creative directors; Maja Mcintosh, Rosie Roswell, TV producers; Christina Lambrou, creative production director. Production Company Academy Films Billy Boyd Cape, director; Juliette Harris, producer; Molly Manning Walker, DP; Alexander Popov Marden, 1st AD; Daniel Bryant, production designer. Editorial Ten Three Post Production Billy Mead, editor; Jules Bayer-Crier, assistant editor; Rachel Goodger, producer. Postproduction 1920 David Keegan, exec producer; Heather Brown, sr. producer; Jamie Stitson, creative direction. Color Grade 1920 Kai van Beers, colorist. Sound 750mph Sam Sahwell, Marcin Pawlik, engineers; Olivia Ray, producer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Academy FilmsAccenture SongBilly Boyd Cape



    W+K Portland, Directors Daniel Wolfe and Jess Kohl Team On Tongue-In-Cheek Not YETI Campaign Spot

    Monday, November 17, 2025

    This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.

    Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.

    But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.

    The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.

    “Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More

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