CONCEPT | WRITING | ON SET ASSIST | EDITORIAL | CREATIVE DIRECTION
The challenge fairly early in this project was clear. Not only was USAA expected to show up more insightfully than most other companies in a Veterans Day message for anyone who ever served, but up to this point nobody – on the internal team or external agency of record at the time – had cracked the code for a meaningful and compelling message. Our Chief Marketing Officer wanted goosebumps.
In a turn from some of our traditional approaches, I thought we should try letting the service member tell the story. And while as a former US Navy sailor myself I didn’t share all of the experiences depicted, I knew authenticity, grit, humor and gravitas were all going to be critical and the lifecycle of being a service member became the story. A few fellow Veterans agreed and we got started with no time to spare.
Conceived, sourced and cut on a Sunday at a kitchen table, the final :60 (a miracle on its own) you see below was near identical to the weekend draft that swept through approvals, garnered a few tissues, earned a rare approval from the Department of Defense, and ultimately landed in NFL prime time placements prior to Veteran’s Day.
Important note: As with any project at this scale, scores of talented partners worked together to conceptualize and create these commercials and campaigns. I work with incredibly talented directors, writers, designers, editors, producers and more to have the honor of sharing these efforts among my work. While proud to collaborate with and at times lead these teams, this work is a result of their excellence as well.