In 2019, the historic first all-female spacewalk was canceled. The reason? There simply weren’t enough suits to fit the bodies of an all-female crew.

Morgan Stanley predicts the space economy to surpass one trillion dollars by 2040. As businesses begin to understand that inclusivity is a necessity for competitive growth, it’s becoming more apparent that we must democratize the space industry.

However, the current lack of representation in the industry is jarring. Out of 622 astronauts who have flown in space, only 75 are women. And women comprise just 20% of aerospace workers in the United States.

To draw attention to this problem and to begin the long process of building solutions, we created a campaign and event designed to invite women and people from all walks of life to join and invest in the space industry.

To raise awareness about gender inequity in the burgeoning space economy, we gathered an exceptional team of women who are pioneering new technologies in spacesuit design. Together, we built a prototype for a truly inclusive spacesuit. Our all-female team then paired with the next generation of girls in STEM to teach them about inclusive design. The spacesuit, The Access I serves as a tangible symbol of a more inclusive future in space.

We documented the design and build of the spacesuit in five films distributed across social media platforms to raise awareness and generate excitement for our live Times Square event.

The epic event unveiled The Access I to the public and took visitors on a journey through space— in the middle of Times Square. People from over 54 countries were able to see themselves in the Access I and envision a future that is Creating Space for all.

Our strategy was to encourage more women to pursue opportunities in the space industry by making it more tangible and exciting. To avoid the sense of abstraction that is often associated with both aerospace and financial topics, we incorporated multiple, tangible “real world” elements—including a physical spacesuit prototype, a museum-style activation, and an interactive Times Square billboard.

To tout Morgan Stanley’ position as a leader in the space economy, we also targeted high net worth individuals, business decision makers, and those with an interest in science and social change. CREATING SPACE utilized every aspect of CNN’s multivalent distribution channels with anthemic video content on linear and digital; deep-dive educational content on our interactive hub, and snackable social content driven by our buzzy Times Square event. Ultimately, audiences were exposed to the campaign with content that felt varied and comprehensive, to create the impression of a fully organic cultural moment.

We assembled a team of female innovators in spacesuit design to create a prototype for an inclusive spacesuit.

We introduced the spacesuit to the world in a portable exhibit including a gallery of historical spacesuits, a galaxy room with a 20-foot HD screen and SurroundSound, a photo booth projecting images onto Times Square billboards, and a showcase of The Access I spacesuit.

We then launched a three-pulse content strategy. Pulse One directed viewers to an interactive digital experience emphasizing Morgan Stanley's pioneering work in the space economy. Pulse Two went further with a deeply reported look at the ideation process for the Access I, and Pulse Three a Facebook experience featuring a view of our live event for at-home viewers.

Backed by a multi-million dollar media campaign spanning linear and digital channels, CREATING SPACE successfully captivated audiences with a 360 approach showcasing the evolution of spacesuit design and promoting inclusivity.

In March 2023, 6 months after our campaign, NASA unveiled their next generation spacesuit. The NASA design reflects many of the inclusive elements pioneered in our Access I prototype— a significant milestone demonstrating the ultimate impact of our work and real movement toward change.

Beyond this impact, the campaign achieved significant brand movement for Morgan Stanley, with 523M+ impressions and double-digit growth in brand KPIs, including:

+21% Brand favorability

+24% Think Morgan Stanley enables positive change in the economy

Across social media platforms, placements scored a 96% positive rating. Comments expressed excitement for our inclusive spacesuit and Morgan Stanley’s investment in the future of the space economy:

“I went to the event in Times Square. Such a cool experience!”

“Can't believe that our faces were on billboards in Times Square!”

“An incredible experience, my daughter loved it and she got to meet a woman astronaut!”