U.S. Navy

Forged by the Sea

Agency: VMLY&R


October 13, 2022 will mark the 247th birthday for America’s Navy. The day also will commemorate the premier of the Navy’s latest “Forged by the Sea” marketing campaign, developed by Navy Recruiting Command (NRC) and its agency-of-record VMLY&R, to change Gen Z’s current mindset about Navy service.

The Navy primarily recruits 17-to-24-year-olds, whose perceptions about military service have changed dramatically in the last few years due to many issues, including COVID, a strong job market, and a lack of personal connection to military life. Today, just 2 percent of the youth market is eligible and motivated to serve, and many of the remaining 98 percent say “never” to a Navy career before ever exploring the possibilities. This lack of propensity is creating a challenging recruiting environment for all the military branches.
The new campaign features current Sailors sharing life-changing experiences and opportunities Gen-Zers are missing out on by not considering a Navy career. Among the new creative elements are one 60-second film, two 30-second films, three 6-second films, and two 15-second films, all of which will be part of a paid media campaign on the digital and social media platforms most popular with Gen Z. WPP agency Wavemaker will oversee paid media placements. Complementary content will be featured on and the #AmericasNavy social media channels, and the key themes will be strategically integrated into experiential, direct, and public relations efforts.

This professional campaign titled 'Forged by the Sea' was published in United States in October, 2022. It was created for the brand: U.S. Navy, by ad agency: VMLY&R. This Film medium campaign is related to the Military industry and contains 3 media assets. It was submitted over 1 year ago by Marketing Manager: Aspasia Tsampas of VMLY&R.


Agency: VMLY&R
Chief Creative Officer: John Godsey
Executive Creative Director: Ryan Blum
Group Creative Director: Earl Wallace
Creative Director/Writer: Megan Sousoulas
Creative Director/Art Director: Eric King
Global Head of Production: Greg Lotus
Executive Producer: Bridget Fontenot
Production Business Manager: Erin Levine
Executive Music Producer, North America: Theresa Notartomaso
Associate Music Producer: Kaylie Linder
Executive Director Client Engagement: Chris Edmondson
Group Director Client Engagement: Rae Ann Fisch
Director Client Engagement: Nate Wachter

Production Company: Stvdium
Director: Hans Emmanuel
Director of Photography: Michael Gioulakis
Line Producer: Mahlin Diamond
Partner/Executive Producer: Michael Bergin
Executive Producer: Ryan Hawkins

Editorial: Nomad Edit
Editor: Brandon Porter
Managing Director: Susye Melega
Executive Producer: Justin Ladd

VFX/Finish: The Mill
Executive Creative Director: Michael Gregory
Head of 3D: Tim Kafka
Lead Artist: Gustavo Bellon
Sr Executive Producer: Karen Anderson
Senior Producer: Michael Heil
Associate Producer: Johnny Edson

Color Grade: TRAFIK
Managing Partner: Robert Owens
Colorist: Mark Gethin
Sr. Executive Producer: Meghan Lang Bice
Color Producer: Phoebe Torsilieri

Music: Human
Executive Producer: James Dean Wells
Creative Lead: Mike Jurasits
Composer: Jonathan Hubbell

Audio Post: Human
Chief Engineer/Sound Design: Sloan Alexander
Engineer/Sound Design: Daryl Pinsdorf
Post Producer: Rob Suchecki


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