The ADF needed more young Aussies to consider an infantry career. But how do you get someone to picture themselves as a soldier?

Simple: let them become one. We created a Snapchat lens that transformed users into infantry soldiers, teaching them real field signals through an interactive game. Inspired by actual military training tools, we added competitive elements like timers and leaderboards to keep it engaging.

The result? Snap Field Signals smashed recruitment targets, gained industry recognition at The Work Awards 2023, and even got copied by the US Navy. Not bad for a Snapchat filter.