One Strange Rock

One Strange Rock asked audiences to see Earth from the outside in, through the eyes of astronauts. The creative challenge for the campaign was scale: how to make a planetary-perspective series feel personal and emotional on a billboard, a phone screen, and a television spot without leaning on standard science-documentary tropes.

The approach centered the astronaut's point of view as the emotional anchor. Art direction and design paired vast, sublime imagery with quiet, human-scale typography, letting negative space and contrast do the persuading. Out-of-home placements in Times Square and on the Sunset Strip were designed to read instantly at distance while still rewarding a closer look.

Across brand campaign assets, the throughline was fragility — Earth as something improbable and worth protecting. The design system stayed deliberately spare so the imagery, not the graphics, delivered the awe.