When most people hear the term “U.S. Navy Special Operations,” they typically think of SEALs, the elite, unconventional warfare experts who endure the hardest training the U.S. military has to offer. But while SEALs are deserving of the high esteem in which they are held, the team often overshadows the other exclusive roles that comprise the Navy Special Ops community – Aviation Rescue Swimmers, Explosive Ordnance Disposal Technicians, Hospital Corpsmen, Divers, and Special Warfare Combat Crewmen.
All Navy Special Operations roles share two things in common – each requires superior physical and mental toughness, and each creates recruiting challenges for the Navy. After all, only 1 percent of potential Navy recruits has what it takes to join this elite warfighting community.
To raise awareness for the full range of Navy Special Ops roles and opportunities, and to inspire prospective Sailors who may have what it takes to join the Navy’s most distinguished force, Navy Recruiting Command and its marketing and advertising agency, VML, have created a new campaign called “Spotlight,” which targets 17-to-30-year-olds who shine in big moments and are seeking their next big challenge.
The “Spotlight” campaign comprises one 90-second film, three 30-second films, three 15-second films and one 6-second film. The content will air on major professional sports broadcasts, including Major League Baseball games and WWE Raw, and across top streaming platforms, such as YouTube, Roku, Peacock, and Netflix.
“The Navy’s Special Operations roles aren’t for everyone – and that’s the point. We’re looking for the one percent who thrive under pressure and never settle for average,” said Rear Adm. Jim Waters, Commander, Navy Recruiting Command. ‘Spotlight’ is a challenge to those individuals to step up and see if they have what it takes.”
“Everyone thinks they know what Navy Special Operations is, but most have no idea,” said VML Chief Creative Officer Ryan Blum. “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.”
Credits Client: U.S. Navy Lead Agency: VML Campaign: Special Operations “Spotlight” Release: May 2025
Navy Recruiting Command
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 VML
Creative 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
Strategy & Insights Allison Brennan – Group Director Bo Hargett – Senior Strategist
Integrated Production Mathieu Shrontz – Group Executive Producer Casey Coulter – Senior Producer Alex Allen – Senior Music Producer
Client Engagement Chris Edmondson – Executive Director Rae Ann Fisch – Managing Director Nate Wachter – Group Account Director Kate Aguinaga – Program Manager
Supply & Demand | Production
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
KIDDO | Editorial
Brandon Porter – Editor Evan Cunningham – EP Gary Leon Bowyer – Assistant Editor
Preymaker | Creative + Technology
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
Audio
Jasha Klebe – Music Genuine Music – Audio Post Dean Martin Hovey – Sound Designer Soundwell – Sound Design Company
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