BORN FOR IT
For the rare minds born to solve what others can’t.
THE OPPORTUNITY
The Navy needed a kind of intelligence almost no one has. Less than 1% of the population qualifies, making it less about recruiting them and more about finding the ones who had probably been hearing “you’re different” their entire lives.
THE IDEA
We told the story backwards, tracing a Navy Nuclear Engineer to the childhood clues that showed he was born for it.
THE IMPACT
Born For It helped push Navy Nuclear recruiting beyond target, with the highly specialized nuclear field program exceeding its annual goal.
DIRECTED BY HOFFMAN / METOYER