The first female recruitment campaign in the USMC's 242-year history

A controversial shift in messaging guaranteed to rattle the nation’s most elite brotherhood, the female recruitment campaign was a delicate balancing act of paradoxes, prejudices, pride, and authenticity. Potential female recruits needed to see real proof sources, but we also needed to communicate that there are no female Marines, just Marines.

Campaign includes social and web.

Copywriter / Creative Lead: Me

Art Director: Andrea Overstreet

Creative Director: Tom Wilson

Director: Riess/Hill