- MediaMonks Team
The driving idea behind this project was to humanize a complex subject: the study and understanding of space. We sought to develop a worthy home for an anthem video and three-episode docuseries, and to offer information about the purpose of the Frontier Development Lab Program and the researchers behind it. Together with Google Cloud, we chose to go the immersive, experiential, and inspiring route in terms of look and feel and user experience.
Our focus was on the anthem video and the three-part docuseries focused on the Earth, Moon and Sun, as we knew these films would be the most relatable, human, and concise way to share the information we wanted people to understand. When it came to the website production, we wanted the films to come through strongly there as well, which brought the overall experience to the next level.
At the outset, we spent time diving into the background and details surrounding the FDL Program — and this discovery phase was key to determining how to craft the narrative — breaking down the complexity in an artful way. We didn’t start with a script or visual moodboard, as our process was an ongoing learning experience. Trusting the collaboration and our intuition along the way helped us expose vulnerabilities and areas of opportunity.
With many partners involved in making this work possible, we recognized the importance of running an exercise to balance the branding aspect of the project both for the films and the website. We all agreed that the Frontier Development Program needed to be the hero on all the deliverables with some strategic hints at how Google Cloud and Intel have a similar affinity for Big Data, which ultimately led to the partnership with the NASA FDL Program.
The subject matter involved in this project is fascinating. Understanding how this somewhat “invisible” technology — Google Cloud — is able to break down massive amounts of data to enable scientists to reach breakthroughs at a much faster speed is incredible. At a human level, it is interesting to consider how the work done in the FDL Program could save lives in the immediate future — which put everything into perspective for the whole team.
High-quality content and differentiated digital experiences have been the cornerstone of advertising and marketing strategy for a while now. 2020 ushered in the rapid acceleration of digital transformation, and it's never been clearer that a digital-first approach is paramount. It's an exciting time to double-down on new technologies, innovations, and approaches, a practice that's core to MediaMonks' passion.