When the phrase “Navy Special Operations” comes up, most minds jump immediately to the legendary SEALs. But the U.S. Navy wants America—and especially its next generation of warfighters—to know that there’s more to its elite forces than just the SEAL Teams.
With the launch of its new campaign, “Spotlight,” the Navy Recruiting Command, in partnership with creative agency VML, is pulling back the curtain on the full range of Navy Special Operations roles—from Aviation Rescue Swimmers and Explosive Ordnance Disposal Technicians to Divers, Hospital Corpsmen, and Special Warfare Combat Crewmen.
All of these roles demand extreme physical and mental resilience. But they also pose a recruitment challenge: only about 1 percent of potential Navy recruits meet the standards necessary to qualify.
“The Navy’s Special Operations roles aren’t for everyone—and that’s the point,” said Rear Adm. Jim Waters, Commander of Navy Recruiting Command. “‘Spotlight’ is a challenge to those individuals to step up and see if they have what it takes. We’re looking for the one percent who thrive under pressure and never settle for average.”
The campaign speaks directly to 17-to-30-year-olds who instinctively rise to challenges others avoid. It’s a direct appeal to athletes, gamers, and problem-solvers—those who shine brightest when the heat is on
Th enew creative includes a cinematic 90-second anthem film, three 30-second spots, three 15-second spots, and a quick-hit 6-second cutdown. The creative is set to air across major professional sports broadcasts such as MLB and WWE Raw, as well as top streaming platforms including YouTube, Roku, Peacock, and even Netflix. Watch below:
“Everyone thinks they know what Navy Special Operations is, but most have no idea,” said Ryan Blum, Chief Creative Director at VML. “This campaign exposes the broader, hidden world of Special Ops, and is designed to inspire those who instinctively rise to the types of challenges others avoid.”
More Than a Campaign—It’s a Call
With crisp visuals, kinetic energy, and real-life mission scenarios, Spotlight doesn’t just advertise careers—it dares high-performers to test their limits.
In a military landscape where authenticity and grit matter more than polish, Spotlight positions Navy Special Ops as not only one of the toughest pipelines in the world—but as a community where those who never back down finally find their match.
CREDITS:
BRAND: U.S. Navy
- Rear Admiral James Waters – Commander, Navy Recruiting Command
- Allen Owens – Chief Marketing Officer
- Dean Curry – Deputy, Marketing and Advertising
- LT Jack Dwyer – Operations Officer, Marketing and Advertising
- Senior Chief Ray Roberts
- Chief Jeremy Whiteaker
AGENCY: VML
- John Godsey – Chief Creative Officer
- Ryan Blum – Chief Creative Officer
- Earl Wallace – Group Creative Director
- Hugo Bierschenk – Creative Director
- Dean Woodhouse – Creative Director
- Megan Sousoulas – Creative Director
- Allison Brennan – Group Director
- Bo Hargett – Senior Strategist
- Mathieu Shrontz – Group Executive Producer
- Casey Coulter – Senior Producer
- Alex Allen – Senior Music Producer
- Chris Edmondson – Executive Director
- Rae Ann Fisch – Managing Director
- Nate Wachter – Group Account Director
- Kate Aguinaga – Program Manager
PRODUCTION COMPANY: Supply & Demand
- Samuel Bayer – Director / Director of Photography
- Tim Case – Executive Producer / Founder
- Charleen Manca – Executive Producer / Managing Director
- Nathan de la Rionda – Executive Producer in Charge of Production
- Matt Zion-Basile – Executive Producer
- Connor Renusch – Staff Production Manager
- William Green – Producer
- Piazzie – Production Supervisor
- Kendoysa Pratt – Asst. Production Supervisor
- Michael Kahn – 1st AD
- Jimmy Brayl – 2nd AD
- Arielle Antoine – Key Costumer
- Kimberly Rees – Production Designer
- Jesse Wight – Set Decorator
- David Ferdig – Location Manager
EDIT: Kiddo
- Brandon Porter – Editor
- Evan Cunningham – EP
- Gary Leon Bowyer – Assistant Editor
CREATIVE + TECH: Preymaker
- Angus Kneale
- Verity Grantham
- Melanie Wickham
- Ruben Vandebroek
- Greg Cutler
- Jongmoon Woo
- Ashley Jahanshahi
- Austin Campbell
- Simon Holden
- Keenan Olivari
- Kristof Monori
- Kelley Harris
- Jonny Bursnell
- Mark Sanna
- Pieter Uitenweerde
- Rune Maansson
- Clemens Denexter
- Jamie Scott
- Janbulani Simelane
- Jacob Weeks
- Jessica Sroczynski
- Brandon Phillis
- Paul Cardon
- Christian Reyes
MUSIC: Jasha Klebe
AUDIO POST: Genuine Music
Dean Martin Hovey – Sound Designer
SOUND DESIGN: Soundwell
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