As well as being exceptionally high-profile (both physically in the room and in being seen by leaders across the industry globally), our brief was uniquely complex.

Many visitors would be steeped in today’s military thinking: space represents a genuinely new, and therefore challenging defence frontier.

Our job was to present space positively – as an opportunity with benefits to mankind as well as a defence necessity. To frame the opportunity in terms which an uninformed visitor can understand: for example, a chance to unify cyber and physical strategies. To recognise BAE’s heritage in both space aeronautics and data mining. And all in terms which also subtly reinforce BAE’s role in supporting the UK’s position as a global defence leader.

To achieve all this, our creative is dramatic and delivered on a grand scale – designed for the big screen – whilst earning credibility by featuring BAE’s own leaders.

It positions BAE at the cutting edge (e.g. ‘Minority-Report’-style representations of tech which will be understood by a global audience) and uses arresting visual techniques (e.g. text rendered backwards ‘through the screen’ to drive attention).

See also: BAE Space Animation

Our animation presents an easily understood and entirely linear narrative to demonstrate the importance of satellite and space innovation in innovating the next generation of data-driven defence and law enforcement.

The animation shows the deployment of a constellation of satellites, a marine law enforcement application, and crucially – in simple terms – how data can be seamlessly processed, assessed and used in the field without ever returning to Earth.

The creative is dramatic, building to crescendos with each new evolution of “the art of the possible” in satellite data processing.

We also marry animation with stock footage to show how challenging concepts (multiple satellites working automatically to send data where it’s needed most) yield real-world results (a law enforcement boat speeding to its target).

The animation is ambitious, fast-moving and visionary, positioning BAE Systems at the forefront of aeronautics technology and as a credible strategy leader.

See also: BAE Space

‘Molly’s Puzzle’ is, at heart, a customer testimonial. But we realised that we had to do so much more.

We had to demonstrate that the business has a much broader mission and purpose than defence. ‘Molly’s Puzzle’ explains how information technologies can be applied to many public sector problems.

We had to make the complex simple. We explained BAE Systems Digital Intelligence’s contribution to Gloucestershire Constabulary simply and accessibly through the ‘puzzle’ metaphor. And we had to make the sensitive palatable; by intricately threading perspectives from both Gloucester Constabulary and BAE Systems Digital Intelligence employees, effectively ‘solving the puzzle’ as the story is told.