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The US Air Force used International Women’s Day to make a case for more women to join its ranks by showing off its current batch of pilots along with those women who pioneered the space.

“Every superhero has an origin story,” states a voiceover in the campaign film, ‘Origin Story’ that showcases the inspiring and powerful female pilots that make up the US Air Force. It proudly emphasizes the “women power” that exists within the Air Force by saying it can turn anyone into a hero – just like the empowering theme of the Captain Marvel movie, which features a woman pilot as the title character.

The voiceover in the spot continues: “We all got our start somewhere, for us it was the US Air Force.” It wraps up with a caption asking “What will your origin story be?” and ends with the familiar tagline “Aim High.”

The campaign, done in partnership with GSD&M, also looks at the real-life first female fighter pilot in the Air Force, brigadier general Jeannie Leavitt, who currently serves as commander of Air Force recruiting service. She helped to spearhead the 30-second spot after seeing the opportunity to inspire more female recruits.

Leavitt brought together a group of 80-plus female pilots, from generals down through almost every rank – second lieutenants and first assignment instructor pilots, fresh out of the pilot training pipeline. All the pilots were filmed in a single day and their stories told on a dedicated webpage.

For its inspiring stories of women pilots, along with its smart use of pop culture and real life tales, The Drum’s readers voted it the US Creative Work of the Week by a vertical mile.

See the work by clicking on the Creative Works box below, and be sure to check out the latest batch of work here.

: ‘Origin Story’

Agency:
Client:
Date: March 2019
As a fighter plane zooms through the sky, a woman’s voice says: “Every superhero has an origin story.” That’s the inspiring, high-flying start of the US Air Force’s latest recruitment campaign, one that aims high to get more women into its ranks.
Leveraging International Women’s Day (March 8) and an upcoming, globally-known superhero film featuring a female pilot as the titular heroine which releases on the same day (Captain Marvel), the US Air Force is releasing the new film and campaign in partnership with GSD&M, the military branch’s 18-year agency of record.
‘Origin Story’ showcases the inspiring and powerful female pilots that make up the US Air Force. It proudly emphasizes the “women power” that exists within the Air Force – because as it does in the upcoming Marvel movie, the Air Force states that it can turn anyone into a hero. The voice over states: “We all got our start somewhere, for us it was the US Air Force.” It wraps up with a caption asking “What will your origin story be?” and ends with the familiar tagline “Aim High.”
Credits:
 

 
AGENCY
Agency:  GSD&M                                                    
Chief Creative Officer: Jay Russell
Group Creative Directors: Jeff Maki         
Creative Director:  Christopher Colton
Art Director: John Wood                           
Writer: Sydney Langway, Lauren Doerr, Nicholas Pessara
Director of Production/SVP: Jack Epsteen
Head of Content Production/VP: Laura Busino          
Senior Producers: Peter Atherton, Tommy White
Digital Producer: Jackie Purdy-Andrews                              
Account Service: Bo Bradbury, Norah Rudyk, Olivia Williams  
Strategy: Elizabeth Thompson
Social Media: Neven Simpson, Jennifer Siegel, Charlie Joslin
Business Affairs Manager: Lara Drew
Project Manager: Lisa Valencia
PRODUCTION COMPANY FOR VIDEO AND WEB:
Production Company: BLK MKT Studios,                   
Director: Dan Brown                                
AFRS Director:  TSgt Michael Cowley  
Editor: Jason Blair    
Photographer: TSgt Chris Griffin
MUSIC: Killer Tracks
WEBSITE DEVELOPMENT:
Agency: Media Monks
Creative Team: Jeff Maki, John Wood, Lauren Doerr
Producer: Ryan Micklos, Amanda Traversi
Account Team: Ryan Worthington, Olivia Williams
Tags: United States
 
 
 
 
 
 
 
 
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