Worked with 20th Century Fox, NASA, and other official partners of The Martian, we set out to socially amplify the film’s message and ignite fan passion for the book, campaign, and NASA—with the ultimate goal of selling tickets. At the same time, it was important to establish and maintain The Martian’s unique sense of realism, scientific research, and technically driven plot to distinguish it from other space thrillers.

We leaned into the likeability of the central character, Mark Watney, as the universal entry point. The social campaign adopted Watney’s conversational, and often tongue-in-cheek, tone and perspective. Leveraging world-class talent and an intriguing topic, we turned scientific knowledge into tangible social content for science buffs, while remaining human and conversational to reach broader audiences.