Most military marketing efforts feature adrenaline-type scenarios. But the U.S. Air Force also looks for problem solvers and STEM enthusiasts to strengthen and support its mission. For this particular assignment, we were challenged to create an interactive experience that showcased the Air Force’s dedication to innovation and diversity of thought. We needed to convey to potential recruits that the Air Force can bring out their full potential, not just physically but also mentally.

The task was to create an interactive experience targeting 18- to 24-year-olds that shows them how the U.S. Air Force can bring out their full potential, not just physically but also mentally. So we created E.C.H.O., which stands for Enhanced Cognitive Human Ops, to help potential recruits understand the cognitive abilities that might be called upon if they were to join. Available on desktop, mobile and VR devices, the experience unfolds as three different games that test six different cognitive skills, including reaction time, awareness and composure. In the end, users receive their cognitive score, which Air Force career path is best suited for them based on their scores and the opportunity to continue playing in order to improve them.

The strategy was to target 18- to 24-year-olds who meet the problem-solving, STEM-focused demographic that the Air Force looks for in potential recruits. The goal was to show them, through an interactive experience, how the U.S. Air Force can bring out their full potential, not just physically but also mentally.

Since most military marketing efforts feature adrenaline-type scenarios, we wanted this experience to highlight the mental side of serving in the U.S. Air Force. E.C.H.O. was created as a linear experience, featuring three unique games that focus on the players’ cognitive abilities. We first consulted with one of the nation’s leading cognitive experts to make sure that the games and the cognitive skills being measured were aligned. We then invented the term “techno-biology” as our guiding principle for design inspiration since the experience explores the abilities of the human mind. It was important to be tech forward while staying rooted in humanity. The most challenging part was making the games work equally across multiple platforms including web, mobile and VR, not just from a technical standpoint but also as fun and visually engaging experiences. We wanted users to feel like they were part of this E.C.H.O. world, and this meant a good deal of experimentation through different visual directions and interaction mechanics. E.C.H.O. launched on January 27, 2021, and within the first month, 68,803 players spent an incredible seven minutes and twenty-six seconds on the site.

Within the first month of its launch, 68,803 players spent an incredible seven minutes and twenty-six seconds playing E.C.H.O., taking their skills to the next level. In the process, we further positioned the U.S. Air Force as the most advanced, innovative military branch amongst problem solvers and STEM enthusiasts by focusing on their mental and cognitive development in a fun and engaging way.