The British Army

What’s in it for me?

Directed by Jesse Lewis-Reece

People are used to seeing the British Army portrayed through action and spectacle. But that’s only part of the story.

This campaign set out to show the personal and professional rewards of Army life – the skills, opportunities and sense of purpose that sit behind the uniform.

In each film, real Army operations are suddenly paused. A (real) serving soldier steps out of the action, walks through the freeze frame, and speaks directly to the audience – explaining, in their own words, what joining the Army gave them.