CASE STUDY: Bringing Space Into a National Campaign
Capital One was building a story about careers and possibility. We brought an astronaut, engineer, and a mother into the conversation - alongside Derek Jeter.
The Challenge
Capital One was developing a story about careers - the paths people take, and what becomes possible along the way. The question was how to bring that to life for a broad consumer audience, beyond the people already thinking about financial products.
What We Did
Hipsetter saw the fit with Dr. Karen Nyberg's experience as a NASA astronaut, mechanical engineer, and mother to land in a mainstream conversation about careers, STEM, and what's achievable.
We represent Nyberg and worked with the Omnicom agency team and their client, Capital One, to develop the relationship, structure a multi-year agreement, and manage the engagement.
Execution
Nyberg appears alongside Derek Jeter in a national Capital One campaign that began airing during the Major League Baseball postseason in 2024. The campaign is ongoing.
Impact
A multi-year national campaign rather than a single activation — giving Capital One an authentic connection to space, STEM, and human achievement, and putting Nyberg's story in front of a consumer audience far beyond the space community.