When the Artemis II crew landed and told reporters the first thing they wanted was a crustless sandwich, our client texted us at 7am. By 11am, we had concepts developed and client approval for a lifetime supply of Uncrustables for the astronauts. By noon, assets were finalized. By 1pm, they were live. I designed the hero still, the image promising the Artemis crew their lifetime supply. The whole thing, from text message to published content, took under six hours.

The post got a response from astronaut Reid Wiseman himself.

The campaign earned ~3 billion impressions across 64 placements and over $13M in publicity value, including an NBC mention.

Role: Design (hero asset), concept collaboration
Agency: Digitas
Client: Smucker's / Uncrustables