In this spot, we brought an inspiring opportunity to life as three people would be chosen to join a four-person crew into space. During the entire month of February, anyone could enter to win one of two seats on this historic, all-civilian mission. The spot featured unprecedented, first-ever licensing use of the closely guarded space suit of the SpaceX astronauts.

The Super Bowl is the annual playoff championship game of the National Football League. It serves as the final game of every NFL season, and is played on the second Sunday in February. Aside from the game itself, the Super Bowl also famously serves as a forum to once a year feature the best television advertising in the world. Our spot was one of three Super Bowl ads directed by women. It was broadcast to the public during the Super Bowl as part of a larger campaign not only to send civilians into space, but also to generate press in order to help fundraise for St. Jude Children’s Research Hospital in the process.

• To make the suit accessible and to connect with audiences, we created a rig to give form to the suit so that it would feel human -- not stiff and frozen.

• Establishing that accessibility was critical and would make the opportunity real for everyone, and might resonate with their childhood dreams of going to space.

• The last shot of the spot shows the Earth from orbit. But as we pull out, we see the image was actually a reflection from the helmet, which places you, the viewer, inside the suit looking out.