“Starstruck”

In early 2022 we had a problem. NASA was partnering with Amazon and others to send Alexa to the Moon and back as part of the Artemis I mission. Each team had many ideas on how to announce the project, but none captured the grand scale of the mission we were about to embark on.

Alongside my marketing partner, I pitched the idea of doing a short co-branded anthem video that would announce each partner’s involvement in the mission.

While building the concept for the spot, my team and I discovered one consistent emotion that kept showing up in our colleagues when we would talk about the mission: childlike wonder. There’s something about going out at night and looking up at the stars that reminds us all our place in the larger galaxy.

Not only did we convey that sense of wonder, we conveyed the scope and scale of the project to the world in ways we never thought possible. The final frame revealed a special phrase Alexa customers could use to learn more about the mission and sign up for special alerts when Artemis launched later that year.