Branding
EMPOWER HUMANITY GLOBAL LAUNCH
EMPOWER HUMANITY GLOBAL LAUNCH
Head of the global brand and PR campaign for OneWeb’s maiden launch. The "Empower Humanity" strategy connected six remote schools to the first six satellites, generating ~$54M in earned media value and aiding in a $1.25B funding round secured several weeks later.
Head of the global brand and PR campaign for OneWeb’s maiden launch. The "Empower Humanity" strategy connected six remote schools to the first six satellites, generating ~$54M in earned media value and aiding in a $1.25B funding round secured several weeks later.
Year
2019
Year
2019
Year
2019
Company
Eutelsat OneWeb
Company
Eutelsat OneWeb
Company
Eutelsat OneWeb
Industry
Aerospace / Teleco
Industry
Aerospace / Teleco
Industry
Aerospace / Teleco
Project Duration
8 Weeks
Project Duration
8 Weeks
Project Duration
8 Weeks
OneWeb required a debut that transcended mere aerospace engineering. I conceptualized the Empower Humanity campaign to frame the launch of the first six satellites as a humanitarian pledge to connect the most remote schools on Earth, rather than a technical test. We made the launch symbolic of opportunity for millions by shifting the narrative from "bandwidth" to "human connection." My role was to ensure the brand’s first impression would resonate globally and differentiate it in the crowded commercial space sector.
Objective
The objective was to anchor the abstract concept of LEO connectivity to tangible human potential. I selected six schools in the world's most remote regions, including locations in Nepal, Rwanda, and Alaska, to adopt the first satellites. The strategy required synchronizing the launch manifest with a global storytelling arc where students named the satellites and contributed drawings that I had laser engraved onto the satellite bus. This created a direct emotional link between the hardware in orbit and the beneficiaries on the ground.
Challenge
Executing this global production within a two-month window presented immense logistical and regulatory challenges. I personally traveled to each location with each corporate regulatory leader to secure good will with regulators and to make our pledge to connect a remote school in their country, to engage school administrators, and to direct the filming and photography of creative assets. This included descending from Lukla Airport to film in the Himalayas and navigating Nkombo Island waters under RDF escort. My role encompassed everything from teaching the students in their classrooms to managing the Tier 1 press strategy that broke the story on launch day.
Result
The campaign achieved dominance in global news cycles, generating approximately 1.2 billion impressions with nearly 100% positive sentiment. Tier 1 coverage included feature stories in The New York Times, BBC, CNN, The Wall Street Journal, Reuters, and CNBC, alongside deep-dive technical analysis in TechCrunch, The Verge, Space.com, and Spaceflight Now. Regional impact was equally significant, with extensive reporting from The New Times (Rwanda), KT Press, and This Is Africa highlighting the connection to the Nkombo Island "Icyerekezo" school. By successfully positioning the launch as a proof-of-concept for bridging the digital divide, the initiative generated an estimated $54M in Earned Media Value. This massive public validation directly supported the closing of a $1.25 billion investment round led by SoftBank, Qualcomm, and the Government of Rwanda just three weeks post-launch.
Latest Projects
Branding
EMPOWER HUMANITY GLOBAL LAUNCH
EMPOWER HUMANITY GLOBAL LAUNCH
Head of the global brand and PR campaign for OneWeb’s maiden launch. The "Empower Humanity" strategy connected six remote schools to the first six satellites, generating ~$54M in earned media value and aiding in a $1.25B funding round secured several weeks later.
Head of the global brand and PR campaign for OneWeb’s maiden launch. The "Empower Humanity" strategy connected six remote schools to the first six satellites, generating ~$54M in earned media value and aiding in a $1.25B funding round secured several weeks later.
Year
2019
Year
2019
Year
2019
Company
Eutelsat OneWeb
Company
Eutelsat OneWeb
Company
Eutelsat OneWeb
Industry
Aerospace / Teleco
Industry
Aerospace / Teleco
Industry
Aerospace / Teleco
Project Duration
8 Weeks
Project Duration
8 Weeks
Project Duration
8 Weeks
OneWeb required a debut that transcended mere aerospace engineering. I conceptualized the Empower Humanity campaign to frame the launch of the first six satellites as a humanitarian pledge to connect the most remote schools on Earth, rather than a technical test. We made the launch symbolic of opportunity for millions by shifting the narrative from "bandwidth" to "human connection." My role was to ensure the brand’s first impression would resonate globally and differentiate it in the crowded commercial space sector.
Objective
The objective was to anchor the abstract concept of LEO connectivity to tangible human potential. I selected six schools in the world's most remote regions, including locations in Nepal, Rwanda, and Alaska, to adopt the first satellites. The strategy required synchronizing the launch manifest with a global storytelling arc where students named the satellites and contributed drawings that I had laser engraved onto the satellite bus. This created a direct emotional link between the hardware in orbit and the beneficiaries on the ground.
Challenge
Executing this global production within a two-month window presented immense logistical and regulatory challenges. I personally traveled to each location with each corporate regulatory leader to secure good will with regulators and to make our pledge to connect a remote school in their country, to engage school administrators, and to direct the filming and photography of creative assets. This included descending from Lukla Airport to film in the Himalayas and navigating Nkombo Island waters under RDF escort. My role encompassed everything from teaching the students in their classrooms to managing the Tier 1 press strategy that broke the story on launch day.
Result
The campaign achieved dominance in global news cycles, generating approximately 1.2 billion impressions with nearly 100% positive sentiment. Tier 1 coverage included feature stories in The New York Times, BBC, CNN, The Wall Street Journal, Reuters, and CNBC, alongside deep-dive technical analysis in TechCrunch, The Verge, Space.com, and Spaceflight Now. Regional impact was equally significant, with extensive reporting from The New Times (Rwanda), KT Press, and This Is Africa highlighting the connection to the Nkombo Island "Icyerekezo" school. By successfully positioning the launch as a proof-of-concept for bridging the digital divide, the initiative generated an estimated $54M in Earned Media Value. This massive public validation directly supported the closing of a $1.25 billion investment round led by SoftBank, Qualcomm, and the Government of Rwanda just three weeks post-launch.
Latest Projects
Branding
EMPOWER HUMANITY GLOBAL LAUNCH
EMPOWER HUMANITY GLOBAL LAUNCH
Head of the global brand and PR campaign for OneWeb’s maiden launch. The "Empower Humanity" strategy connected six remote schools to the first six satellites, generating ~$54M in earned media value and aiding in a $1.25B funding round secured several weeks later.
Head of the global brand and PR campaign for OneWeb’s maiden launch. The "Empower Humanity" strategy connected six remote schools to the first six satellites, generating ~$54M in earned media value and aiding in a $1.25B funding round secured several weeks later.
Year
2019
Year
2019
Year
2019
Company
Eutelsat OneWeb
Company
Eutelsat OneWeb
Company
Eutelsat OneWeb
Industry
Aerospace / Teleco
Industry
Aerospace / Teleco
Industry
Aerospace / Teleco
Project Duration
8 Weeks
Project Duration
8 Weeks
Project Duration
8 Weeks
OneWeb required a debut that transcended mere aerospace engineering. I conceptualized the Empower Humanity campaign to frame the launch of the first six satellites as a humanitarian pledge to connect the most remote schools on Earth, rather than a technical test. We made the launch symbolic of opportunity for millions by shifting the narrative from "bandwidth" to "human connection." My role was to ensure the brand’s first impression would resonate globally and differentiate it in the crowded commercial space sector.
Objective
The objective was to anchor the abstract concept of LEO connectivity to tangible human potential. I selected six schools in the world's most remote regions, including locations in Nepal, Rwanda, and Alaska, to adopt the first satellites. The strategy required synchronizing the launch manifest with a global storytelling arc where students named the satellites and contributed drawings that I had laser engraved onto the satellite bus. This created a direct emotional link between the hardware in orbit and the beneficiaries on the ground.
Challenge
Executing this global production within a two-month window presented immense logistical and regulatory challenges. I personally traveled to each location with each corporate regulatory leader to secure good will with regulators and to make our pledge to connect a remote school in their country, to engage school administrators, and to direct the filming and photography of creative assets. This included descending from Lukla Airport to film in the Himalayas and navigating Nkombo Island waters under RDF escort. My role encompassed everything from teaching the students in their classrooms to managing the Tier 1 press strategy that broke the story on launch day.
Result
The campaign achieved dominance in global news cycles, generating approximately 1.2 billion impressions with nearly 100% positive sentiment. Tier 1 coverage included feature stories in The New York Times, BBC, CNN, The Wall Street Journal, Reuters, and CNBC, alongside deep-dive technical analysis in TechCrunch, The Verge, Space.com, and Spaceflight Now. Regional impact was equally significant, with extensive reporting from The New Times (Rwanda), KT Press, and This Is Africa highlighting the connection to the Nkombo Island "Icyerekezo" school. By successfully positioning the launch as a proof-of-concept for bridging the digital divide, the initiative generated an estimated $54M in Earned Media Value. This massive public validation directly supported the closing of a $1.25 billion investment round led by SoftBank, Qualcomm, and the Government of Rwanda just three weeks post-launch.