Army of the future

TV Commercial Review

Heart or Humor


The Army of the future still needs you.

Army of the future advert encourages potential recruits to consider what the future British Army will look like by focusing on its position as one of the world’s most technologically advanced organisations, with a diverse workforce.
The campaign platform was created by the advertising agency Accenture Song has created a new campaign platform called ‘Nothing Can Do What a Soldier Can Do’, in its ongoing work supporting The British Army recruitment.

Directed by MJZ’s Nicolai Fuglsig, the hero film shows an imagined, dystopian future, where a robotic soldier scouts the terrain of a conflict zone. Made of over 4,000 individual CGI elements and 2,000 sound design samples, it paints an impressive picture. But it can’t replace the value of a solider, and this is where the spot ends – showing the true face of the Army’s future: you.

Army of the future
The Army of the future still needs you.


Client: Capita for The British Army
Marketing Director: Nick Terry
Director of Marketing & Communications: Siobhan Penrose
Social Media Content Manager: Sarah Hiorns
Marketing Campaigns Manager: Jenna Ratue

Agency: Accenture Song
CCO: Nik Studzinski
ECD: Adam Kean
CD: Meigan Brown
CD: Tobias Owen
Snr Agency Producer: David White
Assistant Producer: Georgia Middleton
Managing Partner: Barbara Waite
Business Lead: Chris Cannell
Account Director: Alice Barnes
Account Manager: Telle Merotra
Planning Director: Rachel Quarnby
Snr Creative Producer: Christina Lambrou

Production Company: MJZ
Director: Nicolai Fuglsig
Executive Producer: Lindsay Turnham
Producer: Tim Wild
Production Manager: Dan Gay
DoP: Joost Van Gelder
1st AD: Robert Blishen
Production Designer: Ricky Eyres
Facility Company: Green Olive Films
Exec Producer: Maria Kopanou
Production Manager: Babis Vlachodimitropoulos

Edit: Final Cut
Editor: Rick Russell
Producer: Nikki Porter
Asst Editor : James Stubbs
Asst Editor : Matt Gabzdyl

Post Production: nineteentwenty
Colourist: Kai Van Beers
VFX Supervisor: Bill McNamara
2D VFX Supervisor: Chrys Aldred
CG VFX Supervisor: Ben Revens
Concept: Grant Bonser
Senior VFX Producer: David Keegan
2D Artists: Jamie Stitson, Yanru Yin, Taylor Webber, Doruk Saglam, Matt Hutchins

Army recruitment


Technology will help us do incredible things.

Heart or Humor8.0
Reader Rating: ( 0 vote ) 0

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