CONTEXT
A self-initiated art direction project exploring failure as part of ambition, told through an abstract, CGI-generated sequence.
MY ROLE
Concept, Art Direction & Production. Self-initiated project.
INSIGHT
In 2008, SpaceX's Falcon 1 failed publicly for the third time. Seven years later, the same company landed the first reusable orbital rocket. This project isolates failure, not the destination, as the part of the story worth telling.
IDEA
A brand built around persistence. Failing in public, rather than hiding failure, becomes a signal of confidence.
ART DIRECTION
The visual language gives failure and success the same cinematic weight, restrained and contained during failure, open and expansive at the reveal.
FAIL.
FAIL AGAIN.
SEE YOU ON MARS.