Royal Air Force – Write the first line of defence
2025
Campaign
Design Director, Art Director
The RAF needed cyber operatives, and had almost nothing it could say about the job. The work is classified, the team sits apart from the rest of the service, and the detail that would normally make a recruitment ad was off the table.
So the campaign speaks in the language of the audience instead. A line of code and a line of defence are the same line, and the work is written in real, readable Python that a computer science graduate can parse on sight. If you can read it, it is talking to you. If you cannot, it is not.
OOH executions are shot from altitude looking down. Coastline, open water, cloud, with the code sitting across it. The height places the campaign in the RAF's own territory, seen from the air and mirrors what the role actually involves, since a cyber operative watches a network the same way: from above, at distance, looking for the thing that shouldn't be there.
None of the landscape is real for a reason. Any actual terrain reads as somewhere, and somewhere means a country, an adversary, a story the RAF is not telling. Generated imagery let us build coastlines that are convincing and belong nowhere. The neutrality was part of the brief.
Production: Axe and Iron