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The Royal Air Force's new recruitment campaign promotes the belief that everyone, whether or not they have formal qualifications, has a talent and something they were born to do.

The idea is based on psychological studies on talent development and education, as well as a younger generation’s growing desire for fulfillment in their work lives. The ad, by Engine, follows the journey of a young woman as she explores a range of RAF roles, from chef to air operations. It was created by Holly Fallows and Charlotte Watmough, and directed by Adam Berg through Smuggler.