In Australia, VML opted for a navy defence force recruitment campaign that makes potential candidates think. In the US, VML went for a campaign that makes potential candidates feel.

The US campaign recruiting nuclear engineers is intensely personal, the story of one nuclear engineer’s discovery that he was “made for” the job. It triggers personal pride and ambition, and calls to those who stand out in the crowd.

The commercial’s power is amplified by the directing decisions of MJZ LA directing duo, Hoffman/Metoyer – Will Hoffman and Julius Metoyer III, who are known for creating poetic work around something that is deeply human.

Hoffman/Metoyer’s work has been displayed at the Guggenheim Museum, appeared in TED talks, and incorporated into elementary school curricula.

Credits:

Production Company: MJZ LA
Director: Hoffman/Metoyer
Executive Producer: Eriks Krumins
Producer: Martha Davis
DoP: Linus Sandgren

Agency: VML
Producer: Casey Coulter, Mathieu Shrontz
Creatives: Megan Sousoulas, Eric King, Ryan Blum

Editorial: Nomad
Editor: Brandon Porter

Post VFX: Preymaker
Post VFX Producer: Kendall Rotar

Here is VML Australia’s ADF Careers’ recruitment campaign for submariners: