The U.S. Army launched a marketing campaign that shows young Americans how they can start their journey to “Be All You Can Be.” According to a release, “First Steps” is the Army’s most authentic portrayal of what it means to be a Soldier, “offering an up-close, personal, and unfiltered look at Soldiers embarking on some of the most powerful experiences in their Army journey. The new campaign is a continuation of the Army’s efforts to highlight the possibilities of service through the “Be All You Can Be” brand.”

“Gen Z wants to make their mark on the world, but they aren’t sure they can,” said Ignatios Mavridis, Acting Chief of Army Enterprise Marketing. “Through ‘First Steps” depiction of real people, real emotions, and real scenarios, we’re showing today’s youth that you don’t have to have it all figured out from the beginning to make an impact. Taking a chance is the first step to achieving your goals.”

In March, the U.S. Army introduced a modern brand that redefines what it means to “Be All You Can Be” for a new generation. “First Steps” focuses on making the promise of the new brand real for American youth through three new films that depict critical moments in the evolution of a young Soldier: