Air and Space Army Campaign designed by Romance
Cinema, digital, FLIGHT device
First broadcast on February 23, 2026
The Air and Space Army unveils a new chapter of its recruitment campaign “What if it was for you?” launched in 2024 with the goal of filling 4,000 positions every year in over 50 professions. Directed by Lise Akoka and Romane Gueret and produced by Mirror Mirror, two new films highlight the professions of logistician and telecommunication operator through everyday life situations. “What do you do in life?”. By answering this question simply at a dinner with new friends or before a climbing session, our aviator protagonists will surprise their surroundings with the revelation that their ordinary professions are carried out in an extraordinary environment. Delivering a bulldozer (by parachute) or repairing a satellite, “What if it was for you?”. Following the codes of the younger generation, these natural-toned comedies start from everyday life to reveal the extraordinary nature of the professions practiced within the Air and Space Army. An authentic and accessible spotlight on the uniqueness of the institution, recognized at the Effie 2025 awards. This new chapter is part of a deeper transformation initiated since 2024, including the complete overhaul of the becoming-aviator website to simplify the candidate journey and extend the communication territory.
