Challenge: The Salvation Army is not seen as relevant or even visible by the majority of the Millennial generation. There is also a lack of desire to take action for the sake of others in this generation. There is a false belief that by sharing or "liking" certain pages or links on social media, one is making true impact in society.

Objective: Bring visibility to the Salvation Army brand through a campaign and revamped volunteer program aimed at Millennials. Move passionate Millennials to action. Specifically, those who have a calling on their lives to love the world and serve others, but need to be encouraged and challenged to step out.

Generation Light Commercial


Behind the scenes:

This project was created completely by Millennials with the help of a sun-lit September day and a building full of beautiful decay. We shot all of the photography and video in the span of four hours on a Saturday. The whole experience, from the research to the day of the shoot was an exciting adventure.

Art Direction: Jen Sullivan

Photography: Adam Elkins

Video: Brennan Kurfees

Styling and Photo Assistant: Shayna Mell  

Behind the scenes at the photo and video shoot  

Behind the scenes at the photo and video shoot