Mozilla Firefox • Billionaire Blast Off
Blasting billionaires into space so you can "Open What You Want"
Mozilla Firefox • Billionaire Blast Off
Blasting billionaires into space so you can "Open What You Want"
What we did
Campaign & Audience Strategy
Platform & Narrative Architecture
Creative Direction
Multi-phase Microsite Experience
GenAI Billionaire Generator
Physical & Digital Game Dev
AR Holobooth Dev
TwitchCon Activation
Real-World Space Launch
BTS Filming & Edits
Full Service Creative Production
The Challenge
Create a Gen Z-coded moment to amplify "Open What You Want".
Mozilla came to us with a simple request: amplify their global Open What You Want campaign with a Q4 activation that connected digital and IRL over a three-month run. The goal was to create a Gen Z–coded moment that playfully punched up at Big Tech in a way only Firefox can.
Younger audiences are fluent in internet culture and wary of traditional marketing, so the experience needed to feel honest, interactive, and fun. This wasn’t just about telling people to open what they want—it was Firefox opening up too, owning its identity and inviting others to do the same.
Our challenge was translating that point of view into a connected experience that sparked participation, rewarded curiosity, and made Firefox’s values something people could play with, share, and remember.
Billionaires are absurd. Absurd things are funny. When you laugh at something, you gain power over it.
Interactive catharsis built for the people and the moment
Firefox is the only major browser not owned or backed by a billionaire, uniquely positioning it to stand with a generation eager to take some power back.
Since billionaires trade your data like currency to fund their rocket trips into space, we turned that truth into a longform joke—helping them do just that, then wishing them Bon Voyage by launching them into space, one way.
The idea became Billionaire Blast Off: a four-month, multi-tier activation spanning digital and physical experiences, multiple game launches, TwitchCon, GenAI, and a very real space launch with very fake billionaires on board. Joyscroll to see how it all unfolded.
1 Campaign, 6 Activations, 10 Launches, 4 Months
Directed, designed, produced, and developed in-house, and choreographed to build escalating momentum across digital, physical, and blended-reality touchpoints throughout Q4.
Breaking the mold
A rapidly evolving campaign needs a web presence that acts as both home base and newsfeed for the shenanigans. We took it a step further and built a microsite that transformed dynamically as the story progressed across Q4, transitioning from AI-driven playground to game marketing, space launch countdown, livestream, BTS aggregator and ultimately digital game hub, with new features, campaign messaging and visual style to match key story beats as they played out.
AI’m going to SPACE! Who’s comin’ with me??
Billionaires use AI to enhance their world domination, so what better way to kick things off than by using AI as a joke against them to give a little control back to the people? After all, we’ve got a whole actual rocket to fill up and launch into space, we’re gonna need some volunteers.
Make your own unique, whiny, AI-slop Billionaire
We kicked off the campaign with Build-a-Billionaire, a microsite experience where users could create, control, and share their own AI-slop billionaire.
Every choice in the builder mapped traits to outfits, accessories, expressions, and rides, then ran through a robust GenAI pipeline using ComfyUI, dynamic prompts, custom art stimulus, structured text generation, and automated moderation to generate a unique, deeply grotesque billionaire with a name and backstory.
The north star was simple: “Make them look like petulant babies.”
Now chronically share your life in space!
Once your Billionaire existed, the Space Selfie generator let users create vanity shots of them living their best life in space—like a family photo album, but more narcissistic and out of touch.
Users could generate up to three unique scenes, from ghost-riding a Mars rover to cruising through space or hanging with aliens, all saved to the Billionaire Vault for easy sharing.
Behind the scenes, a custom GenAI workflow powered by Nano Banana and ML moderation enabled an endless stream of ridiculous, shareable content.
Play is an incredible medium. It’s one of the most authentic ways to connect the dots between people, ideas and joy.
— Dave Rowley, Mondo Robot Executive Creative Director
Data War: The official card game of Billionaire Blast Off
The campaign was designed to peak at TwitchCon, a Gen Z–native event whose community aligned perfectly with Firefox’s belief in being exactly who you want online.
We needed a tentpole activation that legitimized our presence while tying the concept together in a way that was playful, funny, easy to learn, endlessly repeatable, and educational without feeling preachy or brand-heavy.
That idea became Data War—a casual, chaotic, and comedic card game at the center of the Billionaire Blast Off universe.
Fast, fun, on brand: Choose 3
Data War: Physical Edition is a real-world card game that blends the foundations of War with the chaos of Exploding Kittens and Slap Jack. Its mechanics pit the chaotic evil of billionaire misbehavior against the chaotic good of Firefox’s heroism, delivering both playability and perspective in a slick 74-card deck.
Produced in just five weeks, Data War launched at TwitchCon 2025 with 22,000 expansion packs placed in attendee merch bags—driving crowds to our booth to grab free decks, learn the game, and dive deeper into the Billionaire Blast Off universe.
Engineered for chaos
Our in-house game designers treated Data War like a true game product, despite a tight timeline. We printed prototypes, mapped probabilities, tested card types, balanced effects, and rewrote rules in real time.
We play-tested relentlessly across player groups until we found the right mix of chaos, clarity, and communication—then built a custom GPT play simulator to uncover hidden edge cases.
When tables collectively yelled, laughed, and demanded rematches, we knew we had something special.
Data War conquers the browser
Extending Data War to digital on a tight timeline meant adapting with purpose. We created a free-to-play, browser-based edition that was every bit as fun, chaotic and re-playable as the original, even solo.
We leaned into digital-first features like mini games, animation sequences, music, sound effects, story beats and quick-hit play sequences while streamlining the logic and ruleset.
Using a blend of traditional and AI-enhanced workflows, the team brought it to life in just over a month.
At TwitchCon, our little booth had a big mission, engage people with play, get them in on the joke, and send the Billionaires into space for good.
Where the universe became real
At TwitchCon 2025, the Billionaire Blast Off universe took physical form. Our booth became a hub for avatar creation, Data War gameplay, creator interactions, and the kind of chaotic fun that only happens when the lines between digital and physical blur into a connected ecosystem of interactive storytelling moments.
Bringing the campaign to life
We showed up with a fully immersive physical space that extended the campaign story, visual language, and crowd flow. Our team handled everything in house—from 3D environment mocks and new character design to print, animation, and merch production—then managed setup, teardown, BTS capture, and brand advocacy on site.
Gameplay on tap
Data War served as the key engagement pillar for our booth experience. We collaborated with TwitchCon to get 22k expansion packs in every attendee merch bag, which included a brand new game mechanic (Blockers), and drove people to the booth to get a free full deck to complete their set. Once there, we taught the game, hosted play-throughs and gave away decks to anyone who played, 4k in total.
The energy was unreal. Curious passersby stayed for hours, trash-talking and battling at the tables. New groups formed, streamers played live, and players returned again and again. Data War wasn’t just branded content—it was a real party game creating real fans in real time.
Build a Billionaire and bust a move
We wanted TwitchCon to encapsulate the full Billionaire Blast Off journey, bringing the Billionaire Builder to the floor in a way that stopped people in their tracks. Enter the Billionaire Holobox—a motion-controlled, holographic AR booth that let fans create new billionaires on the spot using the same trait engine as the GenAI microsite, rebuilt for instant spectacle.
After creation, participants could make their billionaire dance, pose, and flex before launching them into space. Crowds gathered as avatars sprang to life—people filmed, laughed, shared, and pulled friends in. The Holobox became a social engine and a perfect, ridiculous expression of the universe we built.
Party at the launch tower
The TwitchCon experience culminated at Saturday night’s Block Party, where we took over Rockin’ Baja Lobster to send our fake billionaires into very real space.
Crowds packed the lounge for the launch, greeted by stacks of Data War decks, custom coasters and napkins, photo ops, farewell notes to the billionaires, and a multi-screen takeover airing the real space launch. Creators, fans, and curious newcomers came together to celebrate the moment and take part in the campaign’s final act.
We sent our Billionaires on a one-way trip to actual, for real-real space
The master stroke of the campaign came to life with our partner agency who just happens to specialize in sending things into actual outer space. We directed the crafting of an actual mini-rocket, loaded it up with all our fake Billionaires, filmed the voyage and dropped the edit on YouTube Live, streamed from the Block Party and mirrored on our microsite.
The crowd built to a fever pitch and erupted in cheers as we watched the BTS, counted down to launch and waved goodbye to the greedy little creations of a community who refused to play by Big Tech Billionaire rules.
Watch the Space Launch
Breakthrough Results
26,000+
Games + expansions distributed
3,600+
Unique AI Billionaires created
6
Tentpole activations in 4 months
Here’s what people are saying about this work IRL.
