The Narrative Framework for NASA Artemis Missions
NASA asked our Creative Strategy team at Storycraft Lab to create a narrative framework that could unify the storytelling across all NASA Visitor & Space Centers, making the Artemis Missions more engaging for diverse audiences. The "What Boots Will You Wear?" framework personalizes storytelling by aligning roles in the Artemis Missions with unique perspectives, encouraging visitors to see themselves as part of the mission.
Role: Creative Director, Narrative Strategist, and Content Developer.
Deliverables: Narrative Framework, Interactive Exhibit Concepts, Content Bubble Plan, Role-based Engagement Tools, and an Audience Quiz.
Key Components:
Empathy & Research: Conducted focus groups with Visitor Center representatives and interviews with Artemis experts, uncovering diverse perspectives and challenges. Insights inspired the personalized and inclusive storytelling approach.
Concept Development: Crafted the narrative framework and character personas for "The Boots."
Design Execution: Created visual assets and interactive elements for the exhibit.
Engagement Strategy: Developed the Content Bubble Plan to enable scalable visitor journeys.
Process: Through empathetic research and collaboration, we organized a content library to map the expansive information surrounding the Artemis Mission. Using focus groups with Visitor Center representatives and interviews with ground-level experts, we gained insights into the diverse challenges and contributions of Team Artemis.
One pivotal discovery—the Exploration Ground Systems program’s "boots on the ground" motto—led to the creation of the "What Boots Will You Wear?" framework. This concept personalized storytelling through six team roles, enabling visitors to take a quiz, try on boots, and explore pathways that connected them to the Artemis mission in a deeply inclusive and meaningful way.
Watch the Case Study Video.
MEET ‘THE BOOTS’:
Discover the six types of Boots that represent unique perspectives and roles within the Artemis Mission.
Each Boot profile includes a mantra, content focus, and examples of NASA team members who embody these roles. Take the quiz to learn what Boot you wear on the Artemis Mission.
Ground Boots: The decisive planner and team leader, managing the spaceport and launch process.
Suit Boots: The creative storyteller and designer, crafting spacesuits for lunar and Martian exploration.
Rocket Boots: The tech-savvy inventor and system developer, responsible for human space travel systems.
Spacecraft Boots: The community collaborator and experimentalist, focusing on space flight food and life support systems.
Moon Boots: The curious adventurer and mission specialist, training for deep space exploration.
Landing Boots: The strategic fixer and problem-solver, addressing safety and sustainability challenges on the Moon.
CONTENT BUBBLE PLAN: Personalized and Scalable Journeys for NASA Visitor Centers’ Storytelling
The Content Bubble Plan serves as a comprehensive guide for NASA Visitor Centers to deliver personalized and immersive journeys through the Artemis Exhibit and storytelling. It is designed to be both customizable and scalable, ensuring that each visitor's experience is unique and engaging, while also being adaptable to different visitor center environments and capacities.
This is more than an exhibit layout; it is a storytelling framework that brings the Artemis mission to life. It allows NASA Visitor Centers to engage visitors in meaningful and impactful ways, expanding their understanding of space exploration and the incredible team behind it.
