100% ARMY FIT, British Army

Branded mobile apps are not ‘fire and forget’ projects like most traditional ad campaigns. You need to be in for the long haul if you want to drive brand loyalty through utility. With 100% Army Fit, I went all-in.

From discovery, UX, development and design, all the way through to co-directing the film content, few other project has challenged and pushed me more.

The brief was born out of a need to increase the pass rate of prospective recruits taking their basic fitness tests. The army wanted to offer the same commitment and support to potential recruits as it gives to those already in service.

The solution was a mobile app that places a real army instructor in your pocket. We worked with real army physical training instructors to create an authentic experience flexible enough to fit into people’s normal lives. This involved adding subtle gamification, social sharing moments and rewards to keep users motivated and confident.

Available on Android and iOS, the app has been downloaded by over 200,000 people with no paid media support. It maintains a 4-star average rating with 2000 downloads a week and a 90% return rate.

Click this link  to read some of the reviews from active users.

Awards: Winner of ‘Best Use of Mobile’ in the 2015 RAD awards
Huffington Post #1 best fitness app 2015

Role: Creative Technologist, UX, Copy, Art Direction, Creative Strategy, Direction


A Digital Creative agency building next generation products to inspire the world

Find us at

66 Nicholson Street, Buffalo
New York 14214




Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google