USO Brand Transformation
USO Brand Transformation
The agency was entrusted with the mission of aiding the United Service Organizations (USO) in a comprehensive brand transformation initiative. This endeavor was strategically aimed at captivating the attention and resonance of the Gen Z demographic. To achieve this ambitious goal, a profound comprehension of Gen Z's intricate tapestry of values, interests, and communication predilections was imperative.
Role: Concept, Creative & Art Direction, Design
Concept Development
During the initial phase of this project our first task was to relook at their brand tagline, which is currently Force Behind to Forces. The client felt this didn’t really speak to the human centricity they are trying to project and was starting to feel a dated seeing as they wanted to try and appeal to a younger audience.
We explored different tag lines as well as concept messaging would bring the USO more up to date focus on the humanistic side of their volunteers and the military service people. After much testing the client felt they really resonated with We’re With campaign and the tag line For The People Who Serve which the felt spoke to all their target demographic.
Tag Line Exploration
Storyboards
Presented below are the storyboards for the two devised TV spots. As a result of working with a particularly intricate client who interpreted things quite literally, I discovered the need to familiarize myself with and utilize AI technology. This was crucial to maintain consistent facial appearances for the heroes in each shot. The application of AI proved to be advantageous during the proof of concept phase, because it was more efficient to input prompts for locating specific scenes. This process, which would typically consume hours when searching through stock libraries or creating compositions in Photoshop, was significantly streamlined with the assistance of AI.
Production Boards
Below is a showcase of boards used to preproduction which I was heavily involved with making decisions on director selection, casting, wardrobe, location and selecting stills photographer who would capture still photos based on the shoot and client asks.
TV Commercials
Final two commercials shot in Lisbon May 2023 over a course of 2 days. Contact me for a sneak peek at the videos.