Disgraced war hero Ben Roberts-Smith is undertaking a significant public relations effort, seemingly aimed at bolstering his public image. This offensive includes a lengthy, two-and-a-half hour media interview, offering a platform to address ongoing scrutiny. Alongside the interview, Roberts-Smith has launched a new clothing brand, potentially seeking to diversify his public persona and generate revenue. A dedicated Instagram page has also been established, indicating a strategic focus on direct engagement with the public through social media. The timing of this campaign suggests an attempt to influence public opinion amidst past controversies. Details regarding the nature of the media interview and the clothing brand’s branding remain limited. This multi-faceted approach signals a concerted effort to reshape perceptions of Ben Roberts-Smith.