RAAF launches latest recruitment campaign & uses new camera tech in Australian first, via VML

Defence Force Recruiting has launched a new campaign for the Royal Australian Air Force (RAAF) via VML, with aims to engage the next generation of recruits.

The campaign acknowledges common misconceptions of joining the RAAF and breaks them down by showcasing the experiences and opportunities available in the Defence Force.

It builds on the RAAF’s existing brand platform, ‘Up There’, that encourages young Aussies to join.

“A career in Air Force is like no other. It’s the only job in the world where you’ll transcend the boundaries between land, sky, and space,” said Robyn Bergmann, creative director at VML.

The spot uniquely showcases the perspective of the RAAF, film from a L-39 jet with a high-definition gimbal camera, used for the first time ever in Australia.

It features its F-35A Lightning II and F/A-18F Super Hornet jets, an E-7A Wedgetail aircraft and C-17A Globemaster airlifter.

“The latest campaign from our long-term partnership with Defence Force Recruiting will inspire a new cohort of young Australians to explore diverse careers in Air Force – from medical and intelligence roles, to aviation roles, and beyond, into space and cyber,” said VML’s chief executive of Australia and New Zealand, Thomas Tearle.

“We’re really proud of this campaign and look forward to seeing how our work continues to attract new candidates to consider an ADF career.”

The campaign is rolling out across TV, cinema, OOH, radio, digital and social channels with over 100 unique assets.

The Department of Defence has begun the pitch process for its creative account, which VML has held since 2018, as well as its digital account. The pitch will run until September, with the contract commencing on April 1 next year.


Client: Defence
Director General Defence Force Recruiting: CDRE Jan Wiltshire
Director Military Recruiting: GPCAPT Chris Ellison
Deputy Director Recruiting Attraction: WGCDR Fiona Van Der Snoek
Deputy Director Recruiting Strategy & Engagement – Air Force: WGCDR September Clare 
Staff Officer Recruiting Attraction – Air Force: SQNLDR Patricia Firth
Staff Officer Recruiting Strategy & Engagement – Flight Sergeant Natalie Cowell
Head of marketing: Justin Stanic
National marketing manager: Zerlina Burns
Brand lead – Air Force: Tom Woods
Marketing officer – Air Force: Laura Rasmussen

Creative agency: VML
CCO: Paul Nagy
Group ECD: Jake Barrow
Creative director: Robyn Bergmann
Creative director: James Wills
Copywriter: Isabel Evans
Art director: Amanda Chen
Head of design: Lewis Brown
Executive producer: Rachel Rider
Lead producer: Stevi Russell
Managing director: Sarah Bailey
Managing partner: Vanessa Tout
Group business director: Rhys Thomas
Senior account director: Catherine Collins
Account director: Joy Hudson, Niall Morrison
Account manager: Russell Philip
Strategy director: Dan Brown
Senior strategist: Lauren Stoeckel

Production company: DIVISION
Managing director & executive producer: Genevieve Triquet
Producer: Karen Sproul

Aerial film company: Aerial Film Australia
Aerial DOP: Peter Beeh

Offline: The Editors
Managing director & executive producer: Nicoletta Rousianos

Online: Fin Design + Effects
VFX supervisors: Mikey Brown
Executive VFX producer: Alastair Stephen
VFX producer: Isabelle Howarth
Colourist: Fergus Rotherham

Music supervision: Big Sync Music
Musical direction – Big Sync Music: Michael Szumowski
Composer – Massive Music: Lance Gurisik
Sound design – Massive Music: Abby Sie
Sound producers – Massive Music: Katrina Aquilia, Georgia Yuncken

Stills: The Pool Collective
Stills photographer: Simon Harsent
Executive producer: Courtney Lewis
Producer: Mark Gardiner
Retouching: Sterne Creative


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