Today the Royal Navy has launched a new recruitment campaign for the UK’s world-renowned amphibious force, the Royal Marines Commandos. The campaign gives new meaning to the Royal Marines’ long-running line “It’s a state of mind” by showing that to become a Royal Marine, you have to change what you think is possible.
We created “The Mist”, a launch film shot by multi award-winning director Nicolai Fuglsig along with a team that included Oscar-winning Director of Photography, Matyas Erdly.
“The Mist” shows a team of Marines quietly paddling forward into a foreboding mist, surrounded by the ruins of a recent battle. The ad demonstrates how to become a Royal Marine, you must overcome mankind’s primal fear of the unknown.
The next film in the campaign, “Spider”, will be released next week.
To keep each film as authentic to Royal Marines operations as possible, they were shot with the Royal Marines on deployment, and each features real, combat-ready Royal Marines Commandos.
The new campaign will be live from today, appearing across broadcast television, video on demand and social media platforms such as Instagram and Facebook.
Paul Colley, Head of Marketing Royal Navy says: “These films really highlight the essence of `It`s a State of Mind` but critically that if you become a Royal Marine you can change what you think is possible”
Orlando Warner, Creative Director, WCRS says “We wanted to create a campaign that was true to who the Royal Marines are and reflected the strength of mind required to wear the coveted green beret. The hugely talented Nicolai Fuglsig helped us bring to life these quiet, thoughtful scripts, each focusing on the mental discipline required to be a Royal Marine.”
Client: Royal Navy
Agency: Engine (WCRS)
Creative Director: Orlando Warner
Creatives: Jason Keet & James Hodson
Agency Producer: Nosisa Majuqwana and Bradley Woodus
Account Handling: Ed Norrington and Louis Lunts
Planning: Nicola Dyball
Media Agency: Wavemaker, Carat
Production Company: MJZ
Director/Animator: Nicolai Fuglsig
Photographer: Matyas Erdly
Production Designer: Andy Kelly
Producer: Stephen Johnson
Editor: Rick Russell at Final Cut
Sound Design: Sam Ashwell at 750mph