OVERVIEW

More than a retailer,  GOVX is an exclusive platform built for those who dedicate their lives to service. From military personnel to first responders, educators, medical personnel and others, GOVX rewards those who serve with product discounts. WOLFPAK's primary challenge? To craft compelling GOVX campaigns that inform and drive brand engagement while authentically communicating to the service member community.  

For a successful campaign, our visual stories and scripts needed to remain culturally accurate while exploring the nuances of the brand’s character. We needed to build an emotional and informational narrative, using compelling video to focus on what GOVX is, who can use it, why people should choose it, and how to join the movement.

Approach

Communicate unique value with relevance and respect

‍Because we had multiple campaigns to deliver, we could explore different facets of the brand’s character in each spot. We wanted to acknowledge the gravity of service, knowing underneath it all, a common vibrant humanity exists. This gave us the opportunity to lean into dramatic scenes as well as comedic spots, and develop inspiring narratives alongside playful advertisements. Never deviating from honoring those who serve, we knew our approach demanded intentional story development.

Execution

FOR HEROES | INSPIRING NARRATIVE

‍In the landscape of brand storytelling few opportunities demand bold creativity like a 30 second TV commercial centered on the heroism of service members and first responders. For WOLFPAK, this campaign was a high-stakes venture to forge an unbreakable connection between GOVX and those who embody courage and sacrifice. 

The narrative concept was ambitious: a first responder rescuing a victim from a helicopter crash, a Marine training on base, and a firefighter carrying a child from a burning building. Each scene pushed the boundaries of budget and logistics, yet the team pressed on in pursuit of bold branding. 

From the moment the ad begins, messaging is clear. On-duty heroes pronounce to the camera: “I didn’t choose this job because it’s easy… I chose this job because it matters.” This line immediately establishes a brand tone and assigns it to GOVX. Central to the success of the campaign was the interface between set design, cinematography, and narrative. With lines like, “Our country is only as strong as those willing to protect it. So at GOVX, we serve those who serve us,” narration accomplishes a dual purpose: it resonates with service members, affirming their dedication, and it positions the GOVX brand as a strong advocate for its audience. 

As the commercial reaches its conclusion, one thing is clear: GOVX isn’t just a supporter of those who serve; it’s a brand that recognizes sacrifice and rewards service. This production, marked by innovative set-building, meticulous costuming, strategic casting, and logistical challenges, set a new benchmark for meaningful brand storytelling. The result is a campaign that doesn’t just command attention—it earns respect.

DON TRAN | INSPIRING NARRATIVE

‍In this one minute ad,  the intense, awe-inspiring story of former Marine Raider and real life hero, Don Tran comes to life. Don is also the co-founder of Deep End Fitness and he strives to always be the hardest working person in the room. 

The bold commercial narrative integrates casual interviews with explosive cuts of action-based scenes, and is underscored by a simple, yet energetic track. WOLFPAK aptly captures Don in his element: executing target practice, pushing through weighted sprints, training alongside fellow Marines, and commanding dumbbells underwater in an Olympic-sized pool. 

In the spot, the rhythmic pulse of Don’s firing gun and his boots hitting the ground build in a crescendo-like pattern, as he reveals his primary motivator during his twelve years of active-duty combat and details how he applies that motivation to his post-service life.

In a pivotal moment, Don shifts from personal storytelling to a candid acknowledgment of the broader challenges faced, underscoring that those who sacrifice the most, don’t always see the financial rewards they deserve. He states that as a whole, they “don’t make the biggest paychecks.” This segment strategically positions GOVX as a vital partner, offering service members meaningful discounts that acknowledge their contributions.

As the video concludes, we see Don reach into the back of his truck and grab a cold drink from his YETI cooler, visually tying GOVX back to those genuine, everyday experiences. Don’s credibility resonates with an audience that values purpose, trust, and loyalty. His story, captured in visuals, effectively reinforces the GOVX brand positioning with service members. 

HOW BIG | PLAYFUL ADVERTISEMENT

‍This campaign marked a departure from previous messaging, introducing lighthearted, comedic tones into a well-developed creative brand strategy. The "How Big" scene opens with our muscled military protagonist lifting weights on base while asking viewers: “How big… is a big deal?” —a lighthearted nod to biceps size and the substantial size of GOVX discounts. 

Our protagonist moves through the base delivering a concise monologue informing viewers about GOVX.  While off-duty soldiers enjoy recreational activities around our protagonist, a light melodic track provides a relaxed ambience. A phone is casually handed to another soldier, as we implement VFX to mirror the phone display, showcasing items being added to a cart. This provides the audience clear insights into GOVX’s seamless user experience and easy-to-navigate platform design.

Strong storytelling and strategic concept development were key to this brand building campaign.  Our story shows a dimension of military life often not seen interspersed by action shots around the base. From capturing service members’ facial expressions as they peer into a delivery crate of GOVX products, to product placement in downtime base activities, every detail was designed to convey that GOVX understands its audience.  

The result?  GOVX “gets us.” By going beyond the familiar military imagery, and exploring the many facets to service life, WOLFPAK helps GOVX build trust and credibility while gaining genuine support and brand recognition.

STRONGER | PLAYFUL ADVERTISEMENT
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The “Stronger” advertisement tells a different brand story, shifting away from traditional portrayals and leaning more into comedy. Using the same cast as “How Big”,“Stronger” employs a more playful, dialogue-driven approach that challenges preconceived notions of the military demographic. 

Many media depictions of the military lean into a serious, dramatic intensity. We’ve taken that route with GOVX before, but this campaign marks a departure. In “Stronger” we aim to differently explore GOVX’s brand identity, entertain our audience, and in some ways redefine possibilities.  We crafted scenes that acknowledge military values yet humanize service-members by placing them in relatable, often unexpected scenarios. 

The opening clip sets the tone with a question: “Having access to strong discounts doesn’t make you a strong person does it?” The scene is interrupted by a comedic guttural scream from an imposing soldier in the background. The first soldier continues: “GOVX.com offers you access to deals on thousands of name brands you love, but does that make you a hero?” Our protagonist from “How Big” - replies to camera: “Well, maybe it does.” 

This leads to a series of scenes that blend humor and information, showcasing top sunglass brands, and the relaxed, behind-the-scenes life of off-duty soldiers. Later in the narrative, our big, “screaming” soldier returns in a lounging scene, floating in an  innertube in the portable pool. 

We close with a wide shot of off-duty soldiers soaking up the sun, and kicking their feet up as our narrator states the GOVX tagline: "It's more than a deal. It's a benefit you've earned.” 

Through this strategic narrative, WOLFPAK created a refreshing brand image for GOVX, blending comedic scene-work in a nuanced off-duty world, relating directly to the target audience. We were able to create a campaign that both honored service while recognizing the well-earned downtime of military members.  Authentic humor establishes a connection that resonates in ways traditional narratives may not. 

Well-developed storytelling and product placement in camera fosters brand loyalty in new ways, building trust and engagement with GOVX.

Meaningful cast, set, dialogue energizes the brand

‍These campaigns proved that storytelling rooted in respect, humor, and emotional resonance drives results. GOVX entrusted WOLFPAK to develop its brand voice, and the results were undeniable: elevated brand identity and a connection with the audience.

Executing for GOVX was a privilege. Through strategic product placement, intentional narration, and intricate set builds we were able to balance the gravity of service with the vibrant humanity beneath, creating a mosaic of narratives that felt respectful and relatable.  

This project was a testament to collaboration at its finest. With GOVX’s full trust and creative freedom, WOLFPAK was able to push the boundaries of storytelling, delivering content that was fresh, impactful and engaging. The result? A campaign that doesn’t just sell a product but strengthens a brand through relatable, human-centered storytelling.