Inside Boot Camp
On America’s Navy social, we saw one question asked a thousand different ways: “What is Navy Boot Camp REALLY like?” Gen Z was curious and skeptical of the movie-magic version. They wanted the unfiltered truth. My task, was to capture that truth.
I went in with a lean crew for under a week to document everything from the night of arrival to graduating, embracing a raw, first-person POV style that felt native to their social feeds.
This authentic, hands-on approach created a library of content, and the response was almost immediate: an introductory IG Reel hit 900k+ organic views, and a single Snap ad was directly responsible for 18 new contracts.
This “Inside Boot Camp” work was the foundation for the entire “Inside the Navy” campaign, setting the tone that ultimately helped drive a +795% lift in engagement and a +80% YOY lift in leads.
