The Navy SEAL Foundation is a nonprofit that provides support to the warriors, veterans and families of the Naval Special Warfare community — including Gold Star families. Its programs span family support, education, warrior transition and survivor care, and its brand is held to the standards of the community it serves.
The Foundation defined success on its intake form in two lines: "an established following on TikTok" and "an adoption of the 'I Am That Warrior' campaign." They were starting a channel from zero, and needed content that could reach a younger donor base without ever compromising a brand that serves grieving families.
We anchored everything to "I Am That Warrior," broadening the definition of warrior to include the families, enablers, supporters and donors who make the mission possible. Every asset was written and cut social-first for TikTok, Reels and LinkedIn — hook in the first three seconds, captions burned in, a clear call to action. We built a library of warrior stories across donors, supporters, a surgeon, a founder and operators, anchored short-form capture to the Foundation's flagship athletic and fundraising events, and ran an exacting brand QC pass on every cut: real voiceover over AI, locked SEAL casing and "the Foundation" usage, no uniformed subjects, no campy effects. We then placed the campaign on the Are You Happy network to put it in front of an audience the Foundation had never reached.
One video from the campaign became the most-viewed video in the Foundation's history — 1.4 million views on Instagram — within the first 30 days of the engagement. The TikTok channel they named as their number one goal went live and started growing from a standing start. The library of warrior-story shorts remains reusable across appeals, events and year-end campaigns, and the relationship continues across the Foundation's athletic and fundraising calendar.
The Navy SEAL Foundation supports the warriors, veterans and families of Naval Special Warfare — including Gold Star families. When they came to us, their goal was written plainly on their intake form: build a TikTok following, and get the "I Am That Warrior" campaign adopted. They had the mission and the community. They did not yet have the channel or the content engine to reach the next generation of supporters.
We built the whole campaign around one idea their own team already believed: a warrior is not only the operator. It is the spouse holding a household together during deployment, the surgeon in the trauma bay, the donor funding a survivor's tuition, the supporter who shows up every year. Widening the definition of "warrior" gave the Foundation something almost no military nonprofit has on social — an invitation the audience could accept for themselves.
Every piece was cut social-first, for TikTok, Instagram Reels and LinkedIn, not repurposed from a gala video. Donor, supporter, surgeon, founder and operator stories, each with a hook in the first three seconds and a clear ask at the end. And every frame passed a brand QC pass held to the Foundation's standard: real human voiceover over AI, SEAL always capitalized, always "the Navy SEAL Foundation," no uniformed subjects, no gimmicks. This is a nonprofit that serves grieving families — there is no margin for a careless cut.
Inside the first 30 days, one of those videos became the most-viewed video in the Foundation's history, passing 1.4 million views on Instagram. The TikTok channel they had defined as their number one goal was live and growing, built from nothing. And they came out of the engagement with a reusable library of warrior stories they can run against every appeal, every event and every year-end push that follows.
The people who commissioned this campaign, on camera and unscripted.
Screens from the feeds this work was made for.
Answer four questions and we'll email you the plan that fits — what we'd film for your programs, how often, and how that compares to an agency or a full-time hire. No sales call required.
