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

Capital One and its agency partner approached Dr. Karen Nyberg for a national campaign focused on careers and the paths people take to achieve what once seemed impossible.

As Nyberg's representatives, Hipsetter brought the parties together, negotiated and structured the partnership, and managed the relationship and engagement through execution.

The result was a multi-year collaboration positioning Nyberg's experience as a NASA astronaut, mechanical engineer and mother within a mainstream conversation about careers, STEM and possibility.

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.