The central theme of the campaign is built around the idea of ‘Up’—an attitude, a spirit of ambition and progression. If you have the will and determination to succeed in whatever you have the passion to pursue, the Air Force could be your 'way up’.

Havas told real stories of personal progression from Air Force personnel through multiple channels, rolling out nationally across TV, cinema, out-of-home, social media and digital.

My role in this campaign was to design the landing page that houses the Air Force personnels stories, job categories, and emotional hooks to engage users to apply.