Accenture Song has created a campaign platform called “Nothing Can Do What a Soldier Can Do” in its ongoing work supporting The British Army recruitment. The new line is being introduced in this 60-second hero film directed by Nicolai Fuglsig of MJZ.
This "The Army of the Future" spot shows an imagined, dystopian future where a robotic soldier scouts the terrain of a conflict zone. Made of over 4,000 individual CGI elements and 2,000 sound design samples, it paints an impressive picture. But it can’t replace the value of a solider, and this is where the spot ends–identifying the true face of the Army’s future: you.
Nik Studzinski, chief creative officer at Accenture Song, said that this new campaign “highlights another strongly held belief in the British Army; that while they are one of the most technologically advanced in the world with incredible kit and impressive hardware–nothing will ever replace their single, most important asset. The soldier.”
CreditsClient Capita for The British Army Agency Accenture Song Nik Studzinski, chief creative officer; Adam Kean, executive creative director; Meigan Brown, Tobias Owen, creative directors; David White, sr. producer; Georgia Middleton, assistant producer; Christina Lambrou, creative production lead. Production MJZ Nicolai Fuglsig, director; Lindsay Turnham, exec producer; Tim Wild, producer; Joost Van Gelder, DP; Robert Blishen, 1st AD; Ricky Eyres, production designer. Production Services Green Olive Films Maria Kopanou, exec producer; Babis Vlachodimitropoulos, production manager. Editorial Final Cut Rick Russell, editor; Nikke Porter, producer; James Stubbs, Matt Gabzdyl, assistant editors. VFX nineteentwenty, London Kai Van Beers, colorist; Bill McNamara, VFX supervisor; Chrys Aldred, 2D VFX supervisor; Ben Revens, CG VFX supervisor; Grant Bonser, concept; David Keegan, sr. VFX producer; Jamie Stitson, Yanru Yin, Taylor Webber, Doruk Saglam, Matt Hutchins, 2D artists; Ben Thomas, David Rencsenyi, Dan Baiton, Lillian Robert, Greg Martin, Martin Lanzinger, Sandra Guarda, Tammy Smith, Joe Baker, Ivan Tomovic, Luis Fos, Elena Schurkus, Lucy Wright, Miles Tomalin, 3D artists; Menelaos Per, DMP & environment; Jennifer Kerr, color assist; Lia Jacobs, VFX coordinator. (Toolbox: Nuke, Maya, Houdini, Mantra, Baselight) Music/Sound Design/Audio Post 750mph Sam Ashwell, sound design/music design & mixer; Michalis Anthis, music design; Olivia Ray, sound producer.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More