US Air Force Ad Campaign: It’s Not Science Fiction. It’s What we do Every Day
Added on 01 Dec 09
US Air Force commercials from advertising campaign “It’s Not Science Fiction. It’s What we do Every Day”. The campaign idea is that the things the Air Force does everyday are so advanced that you would think it must be science fiction. The campaign encompasses three TV spots (UAS, Space and CSAR). Each spot opens with a scene that looks like a science fiction movie but when the effect peels away you realize the Air Force really can do these things. A voiceover says, It’s not science fiction. It’s what we do every day.
Created by GSD&M Idea City advertising agency and shot by director Phil Joanou, each spot begins in a futuristic, sci-fi world created mostly in CG by visual affects boutique, Mass Market.
The USAF has gotten some criticism for this ad campaign, because these spots give potential recruits science fiction instead of the bloody reality of war, but that can’t take anything away from the brilliant marketing and understanding of their audience at work in these spots.
Watch spots from this campaign below.
United States Air Force: CSAR
This ad shows how the U.S. Air Force uses advanced technology to save lives. In it, we see two paratroopers jump out of a futuristic helicopter at night into a dark forest. At first they don’t see what they’re looking for. But then they switch to thermal vision and find the downed pilot that they are there to rescue. While this ad looks very futuristic, in the end we learn that that these missions are not science fiction, they’re what the men and women of the Air Force do every day.
United States Air Force: UAS
United States Air Force: Space
Credits:
Advertising Agency: GSD&M Idea City, Austin, USA
Executive Creative Director: Mark Taylor
Group Creative Directors: Tom Gilmore, Rich Tlapek
Art Director: Christopher Colton
Writer: Travis Waid
Executive Producer: Monique Veillette
Producer: Aaron Kovan
Account Service: Lee Pilz, Norah Rudyk
Marketplace Planning: John D’Acierno, Madhavi Reese
Live Action Production Company: MJZ, Los Angeles
Live Action Producer: Paul Manix
Director: Phil Joanou
VFX Company: MassMarket, Los Angeles
Executive Producer: Christine Schneider
Producer: Blythe Dalton
Designer: Richard Lee
Storyboard Artist: Keith Thompson
Matte Painter: Tim Matney
Lead Flame: Thibault Debaveye
Flame: John Shirley
Flame Assistant: Marcelo Pasqualino
Lead Desktop Compositor: Lane Jolly
Previz: Joe Jones, Tony Vela
Modelers: Andy Kim, Wendy Klein, Sean Durnan, Matt Berenty, Clay Osmus
Rigger: John Riggs
Animators: Joon Lee, Colin Cromwell, Yvain Gnabro
Texture: Andy Kim, Wendy Klein, Sean Durnan, Matt Berenty, Clay Osmus
Lighters: Kyle Cassidy, Katie Yoon, Jin Chong
Lead Roto: Jeff Kim
Roto: Austin Brown, Melissa Muerta
Trackers: Joanna Goslicka, Colin Cromwell
GFX : Chad Howitt, Joseph Chan
Particles: Keil Gnebba
3D Lead: Mike Dalzell, Andrew Romatz
Environment: Stefano Dubay
Editorial Company: Beast Editorial
Editor : Paul Norling
Music: Singing Serpent
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