Ahead of the 2026 Winter Olympics, the team was tasked with creating a unique landing page that showcased not only the U.S. Army 10th Mountain Division’s historic effort on the Apennine Mountains of Italy during WWII and their influence on U.S. ski culture, but also highlighted the exciting return to Italy via Soldier-athletes who competed in the Olympics.

This page flexed our design system and incorporated new features to GoArmy.com. We leverage AI to help us recreate the mountain scape and give users the effect of scaling a mountain as they scrolled down the page. We created movement and built out the story mimicking a timeline from past to present through a parallax of headlines, copy blocks, and visuals also tied to the user’s scroll.

Headlines were bold and aspirational. Body copy was kept short and informative making it quick and digestible for users to navigate through the page, offering occasional text links into relevant GoArmy pages to encourage further exploration.

Website | Experience Page

Agency: Critical Mass (Chicago) | Team TBWA
GCD: Keith Henneman
Sr. AD: Velina Ilieva