The Army needed to persuade potential recruits about the effectiveness of Army training and learning.

We felt we needed real soldiers’ stories. But we wanted to tell them in an original way: animate them onto a classroom whiteboard.

We interviewed soldiers across the South East about what the Army had taught them. Our short-list was then re-interviewed by top documentary-maker Lucy Blaksted and our favourite two – Lewis and Emma – were filmed for the basis of our illustrations. The animation was designed by Why Not Associates.

The TV and online ads drew potential recruits into a social media campaign developed with the guys at AKQA.

Creative directors, writing and art direction: Paul Quarry, Paul Burch. Interviews, Lucy Blaksted. Animation design Why Not Associates.