After the success of the Singapore Army’s new branding and recruitment films “Anything But Regular”, we had to launch a next film that would address the Gen Zs directly.

Months of research and planning later, we found a tension that was right there in front of us.

Truth: Gen Zs have a very different perspective of a career, and what they want might seem too much to the rest of us.

Thankfully, what they are looking for, might just be what the Army offers.

We featured the lesser known formations and roles in the Singapore Army. We showed that compared against a regular job, the Army offers youths the same work experiences and more. They have opportunities to grow, to lead, to travel and to make an impact.

And we reminded them, even if others might tell them that they’re asking for too much, the Army offers an Anything But Regular career where these demands, are just the regular stuff.