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JOY CROCKER
Moonshot: Rocket All Company Meeting
GALVANIZING | FUTURISTIC | TECHNOLOGICAL
The Insight
With a new CEO and a bold shift in strategy, team members were feeling uncertain about Rocket’s future. The company needed a unifying moment to spark confidence, pride, and momentum.
The Idea
As a single unified group, we will take our Moonshot into undiscovered space together. Over 10,000 in-person and 4,500 remote team members embarked on a journey through outer space. As attendees traveled through immersive layers of the cosmos, they explored Rocket’s new mission and AI-fueled strategies, experiencing custom films, tech demos, a dramatic launch sequence, all culminating in a surprise performance by Snoop Dogg.
Creating the feeling of space
Rocket Companies core brand identity was merged with elements unique to the event. This included four new vibrant accent colors, a typeface inspired by rocket ship navigation displays, and a grain texture mimicking dusty images of deep space.
A journey through the cosmos
The event progressed through a series of six immersive environments inspired by layers of space. Environments played with ambient motion on a three story curved LED screen stage, ribbon screens surrounding arena bowl, and scoreboard screens.
Moments of surprise
During high points in the event, all screens would animate with a message of emphasis. Light up bracelets on attendees were programmed in time with the run of show to provide moments of joy and connection.
Opening video
Closing launch sequence
To end the show, the audience counted down to launch Rocket Companies into their next frontier. The immersive launch sequence was immediately followed by a surprise performance by Snoop Dogg.
Pre-show: preparing for flight
Before entering the arena bowl, attendees experienced a pre-show inspired by astronaut training. Structures inspired by launch pad scaffolding and liquid chrome textures taken from spaceship industrial design.
Attendees engaged with activations such as photo ops and a "hall of disruption" to earn prizes through our Moonshot app.
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