The decision to join the military is a big one that involves both the teen and their family. Today’s Military exists to meet that moment—not to recruit, but to inform. Backed by the Department of Defense, the website provides a resource for families to explore what military life is really like across all branches. We brought their mission to life by featuring the type of honest, everyday conversations that happen during car rides and at the kitchen table. By highlighting these moments of connection, curiosity and concern, we reminded parents that the most important thing they can do for their teen is to keep the conversation going.

Ask me how this campaign taught me that when it comes to dialogue, sometimes less is so much more. And yes, these spots were shot by the infamous Joe Pytka.