Soldier Spotlights

NBCUniversal and the U.S. Army teamed up to create a cross-portfolio campaign aimed at reshaping the Army's Gen Z brand perception. The campaign included in-show integrations, custom content, and a star-studded event—all of which leveraged NBCUniversal’s talent, storytelling, and technical capabilities to bring the Army's message, "Be All You Can Be," to life.

A pillar of the campaign was a series of "Soldier Spotlight" video packages—60-second documentary-styled vignettes showcasing how the U.S. Army enables soldiers to reach their fullest potential. Directed and edited by our award-winning staff, these vignettes featured three U.S. Army soldiers—Sergeant Jordan Hendy, Sergeant First Class Akia Crutchfield, and Sergeant Spencer Posey. Personal interviews with the soldiers drove the narrative, and cinematic b-roll footage gave a glimpse into their dynamic civilian life, highlighting their ability to pursue personal goals and passions while serving.

Viewers saw Sergeant Jordan Hendy's deep passion for music. As a violinist in the renowned Army band, "Pershing's Own," Jordan recounted stumbling upon a job posting for the U.S. Army Strings band during his time at Juilliard. Excited by the existence of such positions within the military, he pursued this revelation as an extraordinary opportunity. Jordan also appreciated the Army's support for enabling him to lead a life that makes him a great parent and spouse.

Sergeant First Class Akia Crutchfield's narrative echoed resoundingly. Juggling roles as an Army logistician, mother, and entrepreneur of a wellness company and podcast, Akia detailed how the Army seamlessly integrates into her bustling life. She emphasized that the military gave her purpose, direction, and fulfillment.

Sergeant Spencer Posey proudly showcased his allegiance to the U.S. Army. Motivated by the loss of his father to pancreatic cancer, Spencer delved into the study of holistic training and physiology. Recognizing an opportunity, he aimed to implement a program within the Army to support his fellow soldiers.

The vignettes depicted how real people with diverse passions serve in the U.S. Army. They showcased the breadth of experiences, community, and support these soldiers receive, emphasizing how the Army accelerates them towards professional goals and individual endeavors.