This is the last boarding call — will you make the journey?

Client: The Lux AI Challenge Nonprofit

Agency: DFI Studio Inc.

November 2022

The Lux AI Challenge is an annual challenge founded in hopes to find the best AI researchers in the world for companies such as Google, Microsoft, OpenAI, and many larger firms. The goal of the challenge: to build an AI that plays against other AI worldwide in a game that Lux AI creates.

This year’s challenge was focused on surviving on mars, by using AI to solve problems of resources on the red planet.

For this project, our goal was to get as many AI researchers to join the challenge as possible.

We used the familiar feeling of boarding a flight, and combined it with a feeling of the unknown to create an ad campaign centered around the final destination: Mars.

When adventure calls, will you follow?