ADF CAREERS
This is probably one of the biggest briefs to ever go through VML Melbourne & Sydney.
Young Australians aren’t chasing the rat race. They crave something different - something that actually matters. The problem? They didn’t know the ADF could offer that.
This campaign transformed recruitment for the ADF, bringing Navy, Army and Air Force under a new masterbrand we created – ADF Careers. Across hundreds of deliverables, the launch campaign showed that working in the ADF is more than just a job. It’s a career with purpose.
From initial creative territories and concept development to production oversight, campaign rollout and brand guidelines, it was a two-year process involving extensive stakeholder management. A feedback from a ADF, wasn’t a request - it was an order. And navigating that gently without breaking any ranks was a feat to achieve.
Directed by Hollywood’s own Rupert Sanders, this ad was shot like a full scale blockbuster. Watching him in action, with massive set builds, including a make-shift submarine was nothing short of epic.
Just a cool BTS moment, watching how action movies are made.
The high-energy 60 sec edit, packed with adventure, was complemented by immersive 15 sec videos - each capturing a singular, emotional ADF story designed to inspire
Teamwork
Leaving the office
Working after hours
The IT department
Delivering packages
Sure, watching a Hollywood director work his magic was cool. But working with Adam Fergusson - our very own Aussie editorial war photographer was something else. Adam doesn’t just take photos, he captures truth. Every shot didn’t just showcase the epic experiences a career in the ADF offers - it revealed the raw humanity of the people behind the uniform. An absolute masterclass to witness.
