Brief Explanation

Every person with ambition sees a higher vision of what their lives could be - a feeling and belief that they have some worthwhile thing to do, and given the correct direction, are capable of achieving those ambitions. As a director I believe the strongest form of persuasion is not manipulation, but inspiration, and following a character’s journey is the foundation of good storytelling because images without meaning are redundant. So, in designing “This Way Up”, I wanted to show people how the Air Force can help them fulfill their potential in ways that would inspire and motivate them with engaging visuals and organic cinematic styles, built on the beauty of humanity, and not the strength of military hardware. Through a carefully crafted narrative structure, we took viewers on a journey by following the lives of different individuals stretching out to reach their full potential and finally achieving it.