When the retired U.S. Army colonel Joe Buccino first saw White House posts mixing Iran war footage with clips from cartoons and video games, he felt something he had rarely experienced from American military messaging: disgust.

The 27-year veteran of four tours in Afghanistan and Iraq, a former spokesman for U.S. Central Command, had seen firsthand the sacrifices the nation’s service members made in combat. He had closely followed the reports of the 13 Americans killed and more than 200 injured in the U.S. and Israeli campaign in Iran.