The FIRST organization is built around four yearly, international robotics competitions for kids K-12. In 2019, they hired my agency client to bring all four competitions under a common theme: space.

The agency was hired to create an overarching theme name and narrative to build a cohesive brand around the year’s events. And I was hired by the agency to help make all of that happen.

I named FIRST Launch, created the tagline All systems go, named the two competitions Rover Ruckus and Destination: Deep Space, and wrote the narrative that was ultimately used as a base for this ad and other marketing around the events.

I’m pretty proud of how it all came out. (Also, please note that this was done before Neil DeGrasse Tyson became possibly creepy.)