Army+. Launching the Digital Revolution of Ukrainian Military

Client: The Ministry of Defence of Ukraine Client Team: Kateryna Chernohorenko – Deputy Minister of Defence of Ukraine for Digital Development, Digital Transformations, and Digitalization. Kateryna Chubuk – Communications Manager Roman Zahorodniy – Product Owner Ihor Andriichenko – Product Manager Yevhen Nesterenko – Communications Specialist Agency: ISD Group Agency Team: Viktor Shkurba – Creative Director Oksana Gonchar – Creative Group Head Oksana Chumak – Lead Strategist Serhii Pronkin – Team Lead Oleksandra Dyvnych – Copywriter Uliana Koinichenko – Copywriter Ira Lipavska – Art Director Mykhailo Verbytskiy – Art Director Karyna Kutsenko – Designer Alika Samoladas – Designer Daryna Vashchuk – Account Manager Production: Rafesthetic Production Team: Director – Pavlo Buryak DOP – Dmytro Cherniavskii Producer – Lera Zagerst Edit – Dmytro Arkhipovych Composer & Sound Producer – Yevhen Filatov Music – DakhaBrakha Photographer – Vitalii Yurasov Graphics & SFX: Tornado (Andrii Krystia, Serhii Krystia, Lysak Vadym)

For Ukraine, which has been at war for over a decade, successful containment of the Russian army and de-occupation of territories hinges on gaining a technological edge. However, bureaucracy, particularly the burden of paperwork, significantly hampers the army's efficiency. Commanders spend 50-80% of their time on paperwork instead of focusing on defeating the enemy. To enhance the army’s effectiveness, the Ukrainian military launched Army+, a mobile app designed to streamline processes and eliminate paperwork. To manifest the powerful start of Ukrainian army digital transformation and promote the app, we created a video featuring the army’s technologically most advanced combat unit, a Black Hawk helicopter, sweeping away 150,000 real paper reports. We had only 1-2 chances to capture this, as choreographing the flight of 5 tons of paper is a complex task, even with meticulous planning. This powerful image of the Black Hawk clearing mountains of paperwork perfectly encapsulated the essence of change, symbolizing the end of bureaucracy. In less than 24 hours, 20,000 service members logged into the app—remarkable, considering there was no standard top-down directive to do so, and no paid promotion. Сurrently, over 700,000 service members use the app regularly, enhancing operational efficiency across the forces.