What if recruitment could feel like deployment?
Completed in 2024 & 2025 while Director, Experience Design at VML.
All content is owned by VML and the U.S. Navy.
What if recruitment could feel like deployment?
The U.S. Navy wanted to modernize its touring experience and show young people that service is more than ships and uniforms — it’s technology, collaboration, and purpose. As the lead designer, I helped create The Strike Group: a fleet of interactive trailers that let visitors pilot subs, respond to disasters, and explore the Navy’s world firsthand.
Overview
The U.S. Navy is one of VML’s longest-standing brand partners, known for powerful campaigns that communicate purpose, service, and pride. In 2023, the Navy set out to modernize its traveling recruitment experience — a touring set of trailers that visit schools, fairs, and major events across the country.
The goal was ambitious: expand reach, represent more diverse career paths, and reframe the Navy as a place for everyone— especially women and minorities. The Admiral overseeing recruitment challenged the team to create something more dynamic, tech-forward, and interactive than anything the Navy had done before.