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The Under Armour t-shirts are the first "Martian" branded products to be announced. "We would probably see these astronauts being sponsored by brands." "We asked ourselves what it would look like if we took the pop culture appeal of Apollo and Mercury-era astronauts and infused that world with today's hyper-connected social media culture," Chris Eyerman, creative director at 3AM, told Fast Company's Co.Create. Previously posted clips have provided a tour of the Hermes and a look at the crew's isolation training, as well as an episode of National Geographic's StarTalk, hosted by real-life astrophysicist Neil deGrasse Tyson.įor the new Under Armour clip, 3AM imagined how a Mars crew might fit into today's pop culture. Together as 3AM, the venture specializes in creating integrated content by tapping into the early stages of film development.įor "The Martian," 3AM developed a series of viral videos that present the Ares 3 mission as if it was preparing to launch today. The product placement comes as the result of a different partnership, this one between RSA Films, the commercial production company founded by "Martian" director Ridley Scott, and movie ad agency Wild Card.
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In addition to the clothing seen in the short video, Under Armour is now selling "official mission gear" to "show your support for the crew of the Hermes," the spacecraft from " The Martian." The new offerings include shirts bearing the Ares 3 mission patch and logotype from the movie. "Their mantra of hard work and accomplishment speaks to everything it means to become an astronaut." 9, 2035, blurring the line between the film and reality. "As brands go, I can't think of a better partner for this mission," said Watney in an Under Armour release dated Sep.