In 2023, content should meet the needs of the customer and add value to their experience. Brands are creating so much content today that users just don’t have time for anything less than perfect. It’s not rocket science; they will only interact with your content if they think it’s actually helpful.

One business that knows the astronomical value of digital content is NASA. The amount of content they are responsible for is out of this world! And for our audience at the recent Adobe Virtual Showcase, Michael Lentz was the star leading the way.

Michael is Art Director for the Conceptual Image Lab at the Goddard Space Flight Center in Maryland, USA. He heads NASA Creatives, an agency-wide group of content creators who work with scientists and producers to help bring their stories to life through art and animation. Here’s five things we learned from him during the event…

1. NASA Assets Are Used in Fun and Scientific Ways…

NASA has a wide range of assets including photography, video, animation, illustration, and branding. And that is just a small sample. There are single groups across the agency that have petabytes of data.

Michael works with the raw data that comes in from the scientists who use satellites, spacecraft, landers, and other sensing technology, to discover more about our universe. Collectively, these assets are used to further the storytelling NASA does for outreach and awareness of its science and missions.  

Michael says, “We work with computer-aided design (CAD) data that is delivered to us from engineers and used to create models for animation. The assets may be edited into film, such as the recent MARS sample return trailer, or they may be used to create illustrations for posters and science assets.” 

2. Art VS Science: Find the Right Balance to Inspire the Public…

Working at NASA, Michael says it’s tricky to juggle the technical demands of working for a science-focused organization, with the artistic vision and creativity needed to inspire the public, but his top advice is this:

“The trick is learning how to translate the story from pure science to a story anyone can understand. As content creators, we have to get an understanding of the mission and the science to make sure we are telling the story right.”

He adds, “There is a lot of back and forth to make sure the facts are correct. I’m always very grateful to the scientists and engineers for their patience when they have to explain what they are doing, and I always have to ask lot of questions.”

3. There is Never a “No Way”…

“It’s NASA so there is never a “No way”” Michael says. “We are always staying on top of new trends and techniques, so we can expand our content creation capabilities the right way. Expanding tech is exciting and a sense of challenge that inspires all of us.”

Michael also notes that AI is very quickly being adopted, both on the science side and in the content creation side. It is now used to generate elements in illustrations. The sky is the limit!

4. Collaboration is Key…

Michael’s team collaborates with other agencies and partners all the time. He says, “We are working with JPL and ESA right now on animations for the Mars Sample Return mission and are sharing assets and shots between all of us. It’s been an amazing collaboration.”

“It’s hard to describe the sense of purpose and satisfaction knowing something you are contributing to will expand our knowledge of the universe so much.”

5. The Webb Space Telescope Mission…

The Webb Space Telescope is one of the biggest projects the NASA Creatives team has worked on. It involved communications across multiple centers and continents and, Michael says, it was a lot of work: “For my team specifically, it was all hands on deck. We designed and helped build the physical set for the broadcast of the launch and the reveal of the first images.”

This included a lot of details from building monitor walls, flats for the set, props and banners, help with lighting design, and much more. Michael says, “The amount of work that went into the Webb campaign was astounding and cut across all creative disciplines; from social media, podcasting, internal and external graphics, animation, and on-air graphics.”

“It all came together because of the amazing group of content creators and managers that work at NASA. The Webb space telescope mission is known worldwide, so its impact on me – and humanity – is profound. It truly was an opportunity to be a part of something historic, and bigger than anything else I’ve ever done.”

GDS Virtual Showcases break down the 4th wall to engage your audience with immersive presentations, breakout sessions, polls, and 1-1 follow-up meetings. Make every minute matter with the right visuals, information, and narrative flow – and that it’s all translated into exciting studio production.

GDS Summits are tailored three-day virtual event conferences that bring together business leaders and solution providers to accelerate sales cycles, industry conversations and outcomes. Regarding the Data & Analytics Summit, 100% of solution providers said the overall experience of the digital summit they attended was above average or excellent, and 100% also said that they would be interested in sponsoring future events.  

Click here to hear from attendees on how GDS has helped them to achieve their business outcomes. And continue the debate at GDS’ next Data & Analytics Summit, where we’ll be bringing together senior data executives who are actively seeking to share, learn, engage, and find the best solutions. Apply to attend.