Director Henry-Alex Rubin, McCann NY Show Frontlines In Our Own Backyards For U.S. Army National Guard


Robert Goldrich
Monday, Apr. 22, 2019


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In the battle to keep us safe, sometimes the frontlines are in our own backyards. The latest campaign from McCann New York for the U.S. Army National Guard, “Hometown Heroes,” takes a cinematic approach to show prospective recruits that National Guard soldiers have the opportunity to serve by fighting increasingly dangerous enemies here at home, including fires and floods.

Directed by Henry-Alex Rubin of Smuggler for McCann New York, the two-spot campaign includes this piece, “Fire,” which at the outset looks like a trailer for a new war movie or video game. It’s then revealed that, in fact, what we’re witnessing is a demonstration of the U.S. Army National Guard at work. In “Fire,” we see soldiers battling the growing danger of a wildfire--saving families and protecting their community from danger. 
The campaign features actual U.S. Army National Guard soldiers demonstrating the jobs they do while they simultaneously maintain careers, families and even go to school. After decades of conflict overseas, many prospective recruits are looking for a different way to serve their country. McCann New York’s “Hometown Heroes” creatively shows them that they can make a difference and save lives in their own communities by joining the National Guard.


Client U.S. National Guard Agency McCann New York Sean Bryan, Tom Murphy, co-chief creative officers; David Banta, executive creative director; Sherrod Melvin, group creative director/art director; Josh Grossberg, group creative director/copywriter; Nathy Aviram, chief production officer; James Lawson, producer; Mike Medieros, executive strategy director; Claire Stewart, sr. strategist. Production Smuggler Henry-Alex Rubin, director; Patrick Milling Smith, Allison Kunzman, exec producers; Leah Allina, producer. Editorial Work Editorial Kyle Valenta, editor; Erica Thompson, exec producer. Postproduction Framestore Murray Butler, executive creative director; Nick Fraser, sr. producer; Karch Coon, compositor; Tim Masick, colorist. Music JSM Music Joel Simon, CEO/CCO/co-composer; Sean Hayden, Jason Krebs, co-composers; Jeff Fiorello, exec producer; Norm Felker, Andrew Manning producers.

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