At 7,258 feet above sea level, it’s hard not to peer in the expansive sky above the U.S. Air Force Academy without conjuring thoughts of little green men. This is made more difficult by the fact the Pentagon recently disclosed a secretive UFO program and the internet collectively decided to storm Nellis Air Force Base, or Area 51 if you fancy. Not one to shy away from controversy, as Chief of Digital Marketing I leaned into new conspiracies and technologies to deliver an immersive night time visual experience that can best be described as out of this world.
To bring my vision to life, the Air Force’s combat drones wouldn’t cut it. We partnered with Intel to prototype new entertainment drone technology, previously reserved for the PyeongChang 2018 Winter Olympics and Walt Disney Studios. The drones, weighing less than a pound, were equipped with an LED light and on-board computer capable of optimizing a flight path and choreography in real-time without the need for GPS. This ensured that under the cover of darkness the only thing spectators could see was the spectacular light formations of 500 drones on display.
We developed original aerial choreography and iconography to take viewers on an unexpected journey to outer space with animations of aliens and UFOs, followed by imagery of satellites and jets responding to the otherworldly threats. We concluded with a tribute to the cadets and a not so subtle dig at the Army West Point football team. To create a more immersive experience, we synchronized and played a variety of soundtracks. Sound effects, like a countdown to an explosion, further added to the physicality of the experience.
Leaning on word-of-mouth and mystery, we created a series of social media posts that gradually revealed clues of the event to come. We modified iconic imagery of the institution and strategically placed visuals of extraterrestrials in the background to generate confusion and discussion in the comments. These posts quickly went viral as conspiracy groups across the country began sharing and speculating.
On November 1, 2019, 500 drones eerily ascended into the skies above Colorado Springs, treating over 6,000 spectators to an unforgettable light show – including senior Air Force leaders Chief of Staff, Gen. David Goldfein and Secretary of the Air Force, Ms. Barbara Barrett. Our social media campaign organically generated 2+ million impressions and our post-event videos reached an additional half a million people. Click here to see the show!