To mark the United States’ 250th anniversary, USAA has created a massive new tribute honoring the millions of people who have served in the nation’s armed forces.
The National Military Monument, installed in front of the Lincoln Memorial in Washington, D.C., is designed as a living memorial to the estimated 41 million service members who have answered the call to serve across every branch of the military.
USAA compiled the names using numerous historical sources and military records, then worked with Razorfish and m ss ng p eces to transform that archive into a large-scale public installation.
The monument consists of two enormous flag-inspired structures measuring 18 feet high and 64 feet wide. Alternating bands of simulated stone and LED screens create the visual impression of massive American flags while allowing millions of individual names to cycle across the displays. Take a look at the videos below:
The structures were built using a highly realistic Indiana Limestone replica material intended to complement the architecture and scale of the surrounding monuments on the National Mall.
Positioned to frame views of the Lincoln Memorial, the installation is meant to function both as a national-scale tribute and as something deeply personal.
Visitors can search for their own name or that of a family member or loved one who served. Once located, the service member’s name can be displayed on the monument in real time, creating a personalized moment that visitors can photograph and share.
That interactive element turns an otherwise monumental list of names into something more intimate, connecting the scale of American military service with the individual people behind it.
Docents will also be stationed at the installation to explain the inspiration, design and technical execution behind the project.
m ss ng p eces collaborated with USAA and Razorfish on the experience under the direction of Mike Woods, executive creative director and head of immersive content at m ss ng p eces.
The National Military Monument is open to the public free of charge through Aug. 23.
At a time when anniversary marketing can easily become ceremonial or abstract, USAA’s approach is unusually tangible: 41 million names, placed directly in the landscape of American history, one service member at a time.
CREDITS:
BRAND: USAA
AGENCY: PLC/Razorfish
PRODUCTION COMPANY: m ss ng p eces
- Immersive Director: Mike Woods
- Executive Producer: Dave Saltzman
- Managing Partners: Brian Latt, Kate Oppenheim
- Producer: Erik Mygrant
- Production Designer: Ron Beach
FABRICATION: Atomic
SCREEN & INTERACTIVE DEVELOPMENT: Machine Media
