It's Rez
Explore my blog and learn about life adventures living in New York City and traveling around the world.
Explore my blog and learn about life adventures living in New York City and traveling around the world.
I moved to NYC to start working for McCann New York as an assistant account executive in 2016, and it was truly a dream come true. I went from participating in Marcus Graham Project’s creative boot camp in 2015 to working at one the world most renown advertising agency the following year. And the U.S. Army being my client definitely added fuel to the fire. Working with the nation’s largest military branch taught me so much, like the importance of having a precise creative brief, the magic of giving the client what they need more than what they want and how to read the research in orders to give the audience something that will capture their attention and is easy for them to understand. Below are three out of the many U.S. Army campaign I worked on during my time at McCann New York.
The team was challenged to create a campaign for the U.S. Army Reserve that made it clear to viewers that joining the Reserves gives soldiers enough time to serve themselves and their country, kind of like a “part-time job.” I was able to speak-up about the lack of diversity in the first draft of the commercial’s development. I was also responsible for uploading approved media assets to the military marketing data base so they could be used in local advertisement across the nation. I assisted with the development of localized brochures, press release and web banners for our field team.
This commercial was SO simple, but brought more than expected attention to the U.S. Army and their Cyber Command. The team hid a link to an unhackable site just to trigger the good guys or “White Hat” coders. Seven-hundred thousand attempts were made to hack the site within the first 3 months of the commercial airing. Only 1% of people were successful and 30% of them contacted the U.S. Army Recruiter directly. My main responsibility was entering this spot into award ceremonies in order to win on behalf of the agency and it did! In 2018, with this commercial McCann New York won a CLIO Award, Effie, ADC many more.
It was an honor to work on this project I was given a lot of responsibility. The agency worked with Viacom to cast three cadets to highlight across the country. The goal is to showcase these students commitment to U.S. Army ROTC, their academics and hobbies, of course. For the first time I created a pre-production book for shoots happening in Chicago and NYC. I was the main point of contact for the students in order to coordinate shoots around their busy schedule. I also assisted with selecting the production company capturing all the content, which must meet the U.S. Army small business initiatives goals.
