“Black Excellence” isn’t just a phrase—it’s a mindset, a driving force deeply rooted in the African American experience. It’s about the relentless pursuit of progress, grounded in self-love, solidarity, and a commitment to lifting others as we rise. It’s striving to create opportunities, embodying excellence, and paving the way as role models for future generations.

For GoArmy’s 2024 Black History Month campaign, we set out to celebrate this spirit by spotlighting African American Soldiers who live these values every day. Through their mentality, actions, and achievements, they not only succeed but also uplift their communities within and beyond the Army.

We asked these Soldiers to share what this mission means to them and how the mindset of “Black Excellence” has empowered them to be their best selves. Their stories challenge stereotypes and build a more accurate, nuanced understanding of how African American Soldiers find success and foster community in the Army.

This campaign was an opportunity to merge cultural celebration with compelling storytelling, and I’m proud to have played a role in its creation. It’s a testament to my ability to ideate, sell, and execute 360 campaigns that resonate deeply and inspire meaningful connections.

ROLE: Creative direction, conception, design, pre-production, intra-production, post-production.