Justin Baum 6/23/12 Justin Baum 6/23/12

Toward the Sounds of Chaos

This campaign is based on an age old Marine Corps phrase, "Marines run toward the sounds of the guns." It's so powerful because it's so counterintuitive. After all, most people hear the sounds of the guns and run in the opposite direction. We changed "guns" to "chaos" to reflect the broad spectrum of threats Marines face today – from bad guys with big guns to natural disasters – and appeal to Millenial youth interested in making a positive impact in the world. Which way would you run?

See it live here: marines.com/global-impact/toward-chaos

TELEVISION

The commerical ends as the Marines and chaos are about to meet. On Marines.com and Facebook.com/MarineCorps you can see what happens when they do through an original web series filmed on the front lines by the Marines fighting on them.

MARINES.COM

WEB VIDEO - HAITI

WEB VIDEO - MARJAH

POSTER

PRINT

Justin Baum 6/22/10 Justin Baum 6/22/10

America's Marines Campaign

Since the end of the draft in 1973, the gap has continued to widen between those who serve and those who don't.

Since the end of the draft in 1973, the gap has continued to widen between those who serve and those who don't. Therefore, the ideals of the Marine Corps–selfless service, fidelity, honor, courage and commitment–have become misunderstood and increasingly obscure.

The goal of the America’s Marines campaign was to reconnect Americans of every age, ethnicity, social class and geographical region with the Marine Corps. From the beginning, America's Marines was much more than a television spot. It was a national tour that included the agency, 36 Marines, and both documentary and film crews.

The commercial was shot in eight locations nationwide. During each tour stop, we invited Americans to come watch the filming and, more importantly, connect with the Marines featured in the commercial. The documentary crew captured these interactions and created 3 to 5 minute webisodes from each location. These were uploaded to a new website specifically created for this campaign. At OurMarines.com, Americans could follow the tour through photos, videos and a blog, each of which was updated after every tour stop.

Our.Marines.Com

Two page spread

Train station signage

Justin Baum 3/20/10 Justin Baum 3/20/10

USMC/UFC Partnership

In 2010, the United States Marine Corps and The Ultimate Fighting Championship, the premiere mixed martial arts organization, began a partnership.

The result was a multi-media campaign that leveraged the shared attributes between the two groups of warriors and accentuated the one major difference–the men and women of the Marine Corps engage in actual combat where they face the ultimate sacrifice in defense of our nation.

An intro video launched the partnership during the UFC 107 pay per view event, a historically commercial-free environment