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Got it. But why Astronauts?

 

Well, after reviewing the brief, I got a sense of fun and quirkiness from the company and decided to play with that.

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That's it? That's what got you to Astronauts?

I was also searching for a way to evoke the sense of wonder that movies provide - the idea that you have to give yourself over to the experience. And, if I'm totally honest, in a time when we are highly sensitive to pronouns, gender assignment, and representation - this avoids all of that while adding intrigue to the spot. Maybe I should have gone with a talking Cheetah?