Partnered with the United States Marine Corps to execute the "Lead Like a Marine" initiative, an aspirational brand campaign targeting prospect-aged youth.
Directed and produced a content suite featuring a University of Tennessee student-athlete, shifting the narrative away from standard military recruitment toward a focused conversation on elite leadership, discipline, and personal growth.
- Niche Integration
Selected core Marine Corps leadership traits that mirrored the high-performance demands of a Division I student-athlete, creating a natural crossover for the target audience.
- Multi-Phase Rollout
Directed a multi-platform digital cadence starting with an interactive Instagram Q&A teaser, followed by long-form video content, and concluding with a reflective recap post.
- Activity-Based Feature
Produced a long-form interview anchored by an in-person training session, translating military values into relatable stories about athletic grit and community leadership.