BRINGING REAL ASTRONAUT KNOWLEDGE HOME TO EARTH
Digital Content Campaign
ACTUAL ASTRONAUTS ANSWER THE WORLD'S MOST PRESSING GALACTIC QUESTIONS.
Sure, they can operate an 800,000-pound space station, but what we really want to know is: how do astronauts sleep, shave or... use the bathroom in zero gravity? Our series of videos offered a funny, honest, and enlightening look at real #LifeInSpace.
The Martian got audiences excited about space travel again by ‘sciencing the shit’ out of their expectations. Our goal was to extend this excitement into awards season and beyond:
- 1) Capitalize on renewed interest in space to connect the story of Mark Watney with the incredible lives of actual astronauts
- 2) Reengage fans who loved the film’s scientific bent, while capturing those who avoided the film after mistaking it as “too” science-y
By offering unparalleled access into astronaut life, Armed Mind’s campaign gave audiences fun, irreverent information they’d never heard before, reminding them how science, technology and yes, even botany can be fascinating.
Client Fox Home Entertainment
Project The Martian: Digital Content Campaign
What We Did
- Video Content
SCIENCING THE SHIT OUT OF VIDEOS
Armed Mind worked directly with Fox and NASA to create a series of five original “Life in Space: Ask an Astronaut” 1-minute videos that gave random fans a chance to pose any question to a real-life astronaut... no matter how absurd or unconventional.
ANSWERING DEEP SPACE'S DEEPEST QUESTIONS
Knowing that everybody is curious about space, we gave Earthlings access to practical (and entertaining) knowledge. Adopting the film’s one-two punch of humor and science, we spliced archival NASA footage with an original GFX package, and gave people real (if ridiculous) answers.
AUTHENTICATED BY 100% REAL ASTRONAUTS
All episodes starred NASA astronauts, vintage space travel footage, and answers from the experts themselves across topics ranging from sleeping and exercising to shaving and going #2. (Hey, everybody poops.)
GIVING THE PUBLIC ACCESS TO SPACE
Leveraging a man-on-the-street interview format, an irreverent animation style, and an upbeat, fun tempo, these videos weren't just informative—they were meant to be funny and entertaining, too.
GFX THAT SIMPLIFIED SPACE
While space is a complicated place, we wanted uncomplicated videos. Our GFX team created a snackable, infographic visual identity for all five assets that let the content — and astronauts — do the talking.
Results
- 70+MM in Earned PR Reach
