United States Air Force Airman Challenge

Objective

The U.S. Air Force sought to challenge military stereotypes and demonstrate the diversity of Airmen to Gen Z audiences. Working with GSD&M, the campaign aimed to show younger generations that military service aligns with individual identity and contemporary values, addressing preconceived notions that serving would limit personal freedom.

Solution

A large-scale WebGL game called 'Guess the Airman' where players identified whether individuals were military members or civilians. Set in a futuristic, holographic environment, players completed missions representative of actual Airmen duties. The interactive web-based experience was developed by Active Theory, plan8-music, and GSD&M.