More than anything, we wanted veterans to know this campaign was built to serve them. We intentionally moved beyond assumptions and stereotypes, focusing instead on authentically representing the diverse individuals that make up the veteran population.
Built by Veterans. Created to Serve
Veterans come from all walks of life, bringing different experiences, perspectives, and stories.
From the beginning, our goal was simple: to create a campaign where veterans and active-military service members could see themselves reflected.
That's why we partnered with a veteran-owned agency and involved veterans throughout the creative process. Every veteran featured in this campaign served our country, and many of the people behind the camera served as well.
Because who better to help tell a veteran's story than a veteran?
Honoring those who served
The veterans featured throughout this campaign represent multiple branches, generations, and eras of military service.
- Service spanning 1964-2022
- Vietnam War
- Operation Iraqi Freedom
- Operation Enduring Freedom
- Operation Inherent Resolve
We are grateful for their service and for the perspectives they brought to this campaign.
A campaign shaped by veteran voices
Veterans helped shape this campaign from concept through production, bringing firsthand perspective to the moments captured.
- 100% veteran talent
- Veteran-owned creative agency partner
- Veteran photographer and video producer
- Veteran-owned businesses represented during production
