NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
Reframing Service for a New Generation
Client
US Army
Role
Creative Lead, Digital/Brand Experience
As Creative Director at Critical Mass within Team DDB’s U.S. Army partnership, I led the creative direction of GoArmy.com and helped shape the surrounding campaigns and digital products. The work unified brand storytelling and conversion-driven experiences to support recruiting outcomes.
02
US Army
02
US Army
02
US Army
01
US Army
01
US Army
01
US Army
Overview
The U.S. Army engaged Team DDB to lead one of the most ambitious brand and marketing transformations in government history. As Creative Lead at Critical Mass, I was responsible for ensuring the digital experience functioned as both the creative backbone and performance engine of the work—translating brand ambition into action.
The Army entered its most challenging recruiting climate in 50 years, with declining trust, shrinking audiences, and an outdated digital ecosystem. At the same time, the brand needed to speak with renewed clarity and confidence to a new generation.
I led the creative direction of GoArmy.com as the central expression of the Army’s modern identity—built in parallel with high-impact campaigns and new site features designed to drive engagement, conversion, and contracts.
Overview
The U.S. Army engaged Team DDB to lead one of the most ambitious brand and marketing transformations in government history. As Creative Lead at Critical Mass, I was responsible for ensuring the digital experience functioned as both the creative backbone and performance engine of the work—translating brand ambition into action.
The Army entered its most challenging recruiting climate in 50 years, with declining trust, shrinking audiences, and an outdated digital ecosystem. At the same time, the brand needed to speak with renewed clarity and confidence to a new generation.
I led the creative direction of GoArmy.com as the central expression of the Army’s modern identity—built in parallel with high-impact campaigns and new site features designed to drive engagement, conversion, and contracts.
Overview
The U.S. Army engaged Team DDB to lead one of the most ambitious brand and marketing transformations in government history. As Creative Lead at Critical Mass, I was responsible for ensuring the digital experience functioned as both the creative backbone and performance engine of the work—translating brand ambition into action.
The Army entered its most challenging recruiting climate in 50 years, with declining trust, shrinking audiences, and an outdated digital ecosystem. At the same time, the brand needed to speak with renewed clarity and confidence to a new generation.
I led the creative direction of GoArmy.com as the central expression of the Army’s modern identity—built in parallel with high-impact campaigns and new site features designed to drive engagement, conversion, and contracts.
Reframing Service for a New Generation
Client
US Army
Role
Creative Lead, Digital/Brand Experience
Role
Creative Lead, Digital/Brand Experience
As Creative Director at Critical Mass within Team DDB’s U.S. Army partnership, I led the creative direction of GoArmy.com and helped shape the surrounding campaigns and digital products. The work unified brand storytelling and conversion-driven experiences to support recruiting outcomes.
03
US Army
03
US Army
03
US Army
04
US Army
04
US Army
04
US Army
Problem & Opportunity
Public perception of the Army had narrowed to outdated stereotypes, while the site itself had grown into thousands of disconnected pages that obscured opportunity rather than revealed it. Brand storytelling lived in campaigns, but the digital experience failed to carry that momentum forward.
As part of Team DDB—a $4B, 10-year integrated partnership led by DDB and including Critical Mass—I helped redefine how the Army could connect with a new generation, by leading a team of 20+ creatives and innumerable executive stakeholders.
Our mission: increase recruiting, modernize the brand, and restore cultural relevance.
Problem & Opportunity
Problem & Opportunity
Public perception of the Army had narrowed to outdated stereotypes, while the site itself had grown into thousands of disconnected pages that obscured opportunity rather than revealed it. Brand storytelling lived in campaigns, but the digital experience failed to carry that momentum forward.
As part of Team DDB—a $4B, 10-year integrated partnership led by DDB and including Critical Mass—I helped redefine how the Army could connect with a new generation, by leading a team of 20+ creatives and innumerable executive stakeholders.
Our mission: increase recruiting, modernize the brand, and restore cultural relevance.
05
US Army
05
US Army
05
US Army
06
US Army
06
US Army
06
US Army
07
US Army
07
US Army
07
US Army
08
US Army
08
US Army
08
US Army
09
US Army
09
US Army
09
US Army
Solution & Vision
The creative platform behind What’s Your Warrior? reframed the Army as a collection of individuals with distinct skills and ambitions. My role was to ensure that idea lived beyond advertising and became actionable through the digital experience.
We redesigned GoArmy.com as a personalized discovery platform—where campaign storytelling flowed naturally into career exploration, tools, and next steps. Modular content, cinematic video, and adaptive pathways allowed users to move seamlessly from inspiration to intent.
Creative Approach
01
Executive-level simplification of a complex digital ecosystem with a modular design system
02
Campaign-integrated UX that carried emotion into utility
03
Clear, human interaction patterns built for confidence and momentum
The site was validated through iterative testing and built to evolve, allowing it to absorb the Be All You Can Be relaunch without disruption.
Solution & Vision
Solution & Vision
The creative platform behind What’s Your Warrior? reframed the Army as a collection of individuals with distinct skills and ambitions. My role was to ensure that idea lived beyond advertising and became actionable through the digital experience.
We redesigned GoArmy.com as a personalized discovery platform—where campaign storytelling flowed naturally into career exploration, tools, and next steps. Modular content, cinematic video, and adaptive pathways allowed users to move seamlessly from inspiration to intent.
Creative Approach
01
Executive-level simplification of a complex digital ecosystem with a modular design system
02
Campaign-integrated UX that carried emotion into utility
03
Clear, human interaction patterns built for confidence and momentum
10
US Army
10
US Army
10
US Army
11
US Army
11
US Army
11
US Army
12
US Army
12
US Army
12
US Army
13
US Army
13
US Army
13
US Army
14
US Army
14
US Army
14
US Army
My Role
As Digital Creative Lead at Critical Mass, I set the creative direction for the digital experience while partnering closely with brand, campaign, and product leadership across Team DDB.
I focused on orchestration—aligning teams, simplifying systems, and ensuring every touchpoint reinforced the same creative idea and business goal.
01
Set creative vision for the Army’s digital ecosystem
02
Led multidisciplinary teams across UX, design, and content
03
Directed the consolidation of thousands of pages into a focused, scalable system
04
Shaped campaign-to-platform integration across film, site, and tools
05
Provided on-site creative direction for campaign photography and film
06
Partnered on the rebrand to ensure digital-first execution and longevity
My Role
My Role
As Digital Creative Lead at Critical Mass, I set the creative direction for the digital experience while partnering closely with brand, campaign, and product leadership across Team DDB.
I focused on orchestration—aligning teams, simplifying systems, and ensuring every touchpoint reinforced the same creative idea and business goal.
01
Set creative vision for the Army’s digital ecosystem
02
Led multidisciplinary teams across UX, design, and content
03
Directed the consolidation of thousands of pages into a focused, scalable system
04
Shaped campaign-to-platform integration across film, site, and tools
05
Provided on-site creative direction for campaign photography and film
06
Partnered on the rebrand to ensure digital-first execution and longevity
15
US Army
15
US Army
15
US Army
16
US Army
16
US Army
16
US Army
17
US Army
17
US Army
17
US Army
18
US Army
18
US Army
18
US Army
Impact
GoArmy.com became the connective tissue between brand storytelling and recruiting performance—supporting campaigns while delivering measurable business results.
Brand, platform, and performance were no longer separate efforts—they became one system working toward the same outcome.
01
A modern, scalable digital platform aligned to the Army’s new identity
02
Integrated campaign storytelling translated into interactive experiences
03
Career Match Tool 2.0, driving 22% of all site-generated leads
04
A system capable of supporting the Army’s first enterprise-wide rebrand in over 20 years
05
+110% improvement in lead-to-contract conversion
06
30% reduction in cost per contract, saving $60M in a single year
Impact
Impact
GoArmy.com became the connective tissue between brand storytelling and recruiting performance—supporting campaigns while delivering measurable business results.
Brand, platform, and performance were no longer separate efforts—they became one system working toward the same outcome.
01
A modern, scalable digital platform aligned to the Army’s new identity
02
Integrated campaign storytelling translated into interactive experiences
03
Career Match Tool 2.0, driving 22% of all site-generated leads
04
A system capable of supporting the Army’s first enterprise-wide rebrand in over 20 years
05
+110% improvement in lead-to-contract conversion
06
30% reduction in cost per contract, saving $60M in a single year
19
US Army
19
US Army
19
US Army
20
US Army
20
US Army
20
US Army
Reflection
This work reflects my belief that creative leadership today is about integration. Campaigns matter, but so do the systems that carry them forward. When brand expression, experience design, and business objectives are aligned, creativity becomes durable—and measurable.
Leading this work reinforced the importance of clarity, trust, and creative discipline at scale. When you build platforms that honor both people and performance, the work doesn’t just resonate—it delivers.
Reflection
This work reflects my belief that creative leadership today is about integration. Campaigns matter, but so do the systems that carry them forward. When brand expression, experience design, and business objectives are aligned, creativity becomes durable—and measurable.
Leading this work reinforced the importance of clarity, trust, and creative discipline at scale. When you build platforms that honor both people and performance, the work doesn’t just resonate—it delivers.
Reflection
This work reflects my belief that creative leadership today is about integration. Campaigns matter, but so do the systems that carry them forward. When brand expression, experience design, and business objectives are aligned, creativity becomes durable—and measurable.
Leading this work reinforced the importance of clarity, trust, and creative discipline at scale. When you build platforms that honor both people and performance, the work doesn’t just resonate—it delivers.
More
↑
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NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
Reframing Service for a New Generation
Client
US Army
Role
Creative Lead, Digital/Brand Experience
As Creative Director at Critical Mass within Team DDB’s U.S. Army partnership, I led the creative direction of GoArmy.com and helped shape the surrounding campaigns and digital products. The work unified brand storytelling and conversion-driven experiences to support recruiting outcomes.
02
US Army
02
US Army
02
US Army
01
US Army
01
US Army
01
US Army
Overview
The U.S. Army engaged Team DDB to lead one of the most ambitious brand and marketing transformations in government history. As Creative Lead at Critical Mass, I was responsible for ensuring the digital experience functioned as both the creative backbone and performance engine of the work—translating brand ambition into action.
The Army entered its most challenging recruiting climate in 50 years, with declining trust, shrinking audiences, and an outdated digital ecosystem. At the same time, the brand needed to speak with renewed clarity and confidence to a new generation.
I led the creative direction of GoArmy.com as the central expression of the Army’s modern identity—built in parallel with high-impact campaigns and new site features designed to drive engagement, conversion, and contracts.
Overview
The U.S. Army engaged Team DDB to lead one of the most ambitious brand and marketing transformations in government history. As Creative Lead at Critical Mass, I was responsible for ensuring the digital experience functioned as both the creative backbone and performance engine of the work—translating brand ambition into action.
The Army entered its most challenging recruiting climate in 50 years, with declining trust, shrinking audiences, and an outdated digital ecosystem. At the same time, the brand needed to speak with renewed clarity and confidence to a new generation.
I led the creative direction of GoArmy.com as the central expression of the Army’s modern identity—built in parallel with high-impact campaigns and new site features designed to drive engagement, conversion, and contracts.
Overview
The U.S. Army engaged Team DDB to lead one of the most ambitious brand and marketing transformations in government history. As Creative Lead at Critical Mass, I was responsible for ensuring the digital experience functioned as both the creative backbone and performance engine of the work—translating brand ambition into action.
The Army entered its most challenging recruiting climate in 50 years, with declining trust, shrinking audiences, and an outdated digital ecosystem. At the same time, the brand needed to speak with renewed clarity and confidence to a new generation.
I led the creative direction of GoArmy.com as the central expression of the Army’s modern identity—built in parallel with high-impact campaigns and new site features designed to drive engagement, conversion, and contracts.
Reframing Service for a New Generation
Client
US Army
Role
Creative Lead, Digital/Brand Experience
Role
Creative Lead, Digital/Brand Experience
As Creative Director at Critical Mass within Team DDB’s U.S. Army partnership, I led the creative direction of GoArmy.com and helped shape the surrounding campaigns and digital products. The work unified brand storytelling and conversion-driven experiences to support recruiting outcomes.
03
US Army
03
US Army
03
US Army
04
US Army
04
US Army
04
US Army
Problem & Opportunity
Public perception of the Army had narrowed to outdated stereotypes, while the site itself had grown into thousands of disconnected pages that obscured opportunity rather than revealed it. Brand storytelling lived in campaigns, but the digital experience failed to carry that momentum forward.
As part of Team DDB—a $4B, 10-year integrated partnership led by DDB and including Critical Mass—I helped redefine how the Army could connect with a new generation, by leading a team of 20+ creatives and innumerable executive stakeholders.
Our mission: increase recruiting, modernize the brand, and restore cultural relevance.
Problem & Opportunity
Problem & Opportunity
Public perception of the Army had narrowed to outdated stereotypes, while the site itself had grown into thousands of disconnected pages that obscured opportunity rather than revealed it. Brand storytelling lived in campaigns, but the digital experience failed to carry that momentum forward.
As part of Team DDB—a $4B, 10-year integrated partnership led by DDB and including Critical Mass—I helped redefine how the Army could connect with a new generation, by leading a team of 20+ creatives and innumerable executive stakeholders.
Our mission: increase recruiting, modernize the brand, and restore cultural relevance.
05
US Army
05
US Army
05
US Army
06
US Army
06
US Army
06
US Army
07
US Army
07
US Army
07
US Army
08
US Army
08
US Army
08
US Army
09
US Army
09
US Army
09
US Army
Solution & Vision
The creative platform behind What’s Your Warrior? reframed the Army as a collection of individuals with distinct skills and ambitions. My role was to ensure that idea lived beyond advertising and became actionable through the digital experience.
We redesigned GoArmy.com as a personalized discovery platform—where campaign storytelling flowed naturally into career exploration, tools, and next steps. Modular content, cinematic video, and adaptive pathways allowed users to move seamlessly from inspiration to intent.
Creative Approach
01
Executive-level simplification of a complex digital ecosystem with a modular design system
02
Campaign-integrated UX that carried emotion into utility
03
Clear, human interaction patterns built for confidence and momentum
The site was validated through iterative testing and built to evolve, allowing it to absorb the Be All You Can Be relaunch without disruption.
Solution & Vision
Solution & Vision
The creative platform behind What’s Your Warrior? reframed the Army as a collection of individuals with distinct skills and ambitions. My role was to ensure that idea lived beyond advertising and became actionable through the digital experience.
We redesigned GoArmy.com as a personalized discovery platform—where campaign storytelling flowed naturally into career exploration, tools, and next steps. Modular content, cinematic video, and adaptive pathways allowed users to move seamlessly from inspiration to intent.
Creative Approach
01
Executive-level simplification of a complex digital ecosystem with a modular design system
02
Campaign-integrated UX that carried emotion into utility
03
Clear, human interaction patterns built for confidence and momentum
10
US Army
10
US Army
10
US Army
11
US Army
11
US Army
11
US Army
12
US Army
12
US Army
12
US Army
13
US Army
13
US Army
13
US Army
14
US Army
14
US Army
14
US Army
My Role
As Digital Creative Lead at Critical Mass, I set the creative direction for the digital experience while partnering closely with brand, campaign, and product leadership across Team DDB.
I focused on orchestration—aligning teams, simplifying systems, and ensuring every touchpoint reinforced the same creative idea and business goal.
01
Set creative vision for the Army’s digital ecosystem
02
Led multidisciplinary teams across UX, design, and content
03
Directed the consolidation of thousands of pages into a focused, scalable system
04
Shaped campaign-to-platform integration across film, site, and tools
05
Provided on-site creative direction for campaign photography and film
06
Partnered on the rebrand to ensure digital-first execution and longevity
My Role
My Role
As Digital Creative Lead at Critical Mass, I set the creative direction for the digital experience while partnering closely with brand, campaign, and product leadership across Team DDB.
I focused on orchestration—aligning teams, simplifying systems, and ensuring every touchpoint reinforced the same creative idea and business goal.
01
Set creative vision for the Army’s digital ecosystem
02
Led multidisciplinary teams across UX, design, and content
03
Directed the consolidation of thousands of pages into a focused, scalable system
04
Shaped campaign-to-platform integration across film, site, and tools
05
Provided on-site creative direction for campaign photography and film
06
Partnered on the rebrand to ensure digital-first execution and longevity
15
US Army
15
US Army
15
US Army
16
US Army
16
US Army
16
US Army
17
US Army
17
US Army
17
US Army
18
US Army
18
US Army
18
US Army
Impact
GoArmy.com became the connective tissue between brand storytelling and recruiting performance—supporting campaigns while delivering measurable business results.
Brand, platform, and performance were no longer separate efforts—they became one system working toward the same outcome.
01
A modern, scalable digital platform aligned to the Army’s new identity
02
Integrated campaign storytelling translated into interactive experiences
03
Career Match Tool 2.0, driving 22% of all site-generated leads
04
A system capable of supporting the Army’s first enterprise-wide rebrand in over 20 years
05
+110% improvement in lead-to-contract conversion
06
30% reduction in cost per contract, saving $60M in a single year
Impact
Impact
GoArmy.com became the connective tissue between brand storytelling and recruiting performance—supporting campaigns while delivering measurable business results.
Brand, platform, and performance were no longer separate efforts—they became one system working toward the same outcome.
01
A modern, scalable digital platform aligned to the Army’s new identity
02
Integrated campaign storytelling translated into interactive experiences
03
Career Match Tool 2.0, driving 22% of all site-generated leads
04
A system capable of supporting the Army’s first enterprise-wide rebrand in over 20 years
05
+110% improvement in lead-to-contract conversion
06
30% reduction in cost per contract, saving $60M in a single year
19
US Army
19
US Army
19
US Army
20
US Army
20
US Army
20
US Army
Reflection
This work reflects my belief that creative leadership today is about integration. Campaigns matter, but so do the systems that carry them forward. When brand expression, experience design, and business objectives are aligned, creativity becomes durable—and measurable.
Leading this work reinforced the importance of clarity, trust, and creative discipline at scale. When you build platforms that honor both people and performance, the work doesn’t just resonate—it delivers.
Reflection
This work reflects my belief that creative leadership today is about integration. Campaigns matter, but so do the systems that carry them forward. When brand expression, experience design, and business objectives are aligned, creativity becomes durable—and measurable.
Leading this work reinforced the importance of clarity, trust, and creative discipline at scale. When you build platforms that honor both people and performance, the work doesn’t just resonate—it delivers.
Reflection
This work reflects my belief that creative leadership today is about integration. Campaigns matter, but so do the systems that carry them forward. When brand expression, experience design, and business objectives are aligned, creativity becomes durable—and measurable.
Leading this work reinforced the importance of clarity, trust, and creative discipline at scale. When you build platforms that honor both people and performance, the work doesn’t just resonate—it delivers.
More
↑
Back to Top