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 by playfully punching up at Big Tech in a way only Firefox can.
Younger audiences are fluent in internet culture and wary of traditional marketing. To reach them, the campaign needed to feel honest, interactive, and fun. This was Firefox leaning into its independent roots, reminding people there's a tech alternative and inviting them to be part of it.
Our challenge was to translate 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, which means they're uniquely positioned to stand with a restless generation who wishes they had a way to take some power back.
Billionaires trade your data like it's money so they can fund their rocket trips into space. We figured, why not create an entire longform joke where we help them do just that, and wish them Bon Voyage for good by launching them all into space, one way.
This simple, hilarious concept spawned Billionaire Blast Off—a 4 month, multi-tier campaign activation that spanned digital, physical, multiple game launches, TwitchCon, Generative UGC, 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.
I’m going to SPACE! Who’s comin’ with me??
Billionaires use you and your data to enhance their world domination, so what better way to kick things off than by letting you build your own little Billionaire to launch into space, one-way? After all, we’ve got a whole actual rocket to fill up, we’re gonna need some volunteers.
Make your own totally unique, totally fake Billionaire
We launched the campaign and the microsite with the Build-a-Billionaire experience, where users could generate a Billionaire of their own to play with, control and share.
We started with real (paid) human artists and used AI to scale the solution to create an infinite number of possible creations.
Each choice in the builder triggers logic that matches traits to outfits, accessories, expressions, and coin-op rides before running a robust GenAI pipeline using a combination of ComfyUI, dynamic prompt logic, custom art stimulus, structured text generation and automated moderation layers to spit out a completely unique, completely grotesque Billionaire on the fly, complete with name and backstory.
The north star for the Billionaires 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
Our campaign planned to come to an apex at TwitchCon, a GenZ native event whose community dovetailed perfectly with Firefox’s values: go ahead and be exactly who you want on the internet.
We needed a tentpole activation that not only legitimized our presence at the con, but that tied the concept together in a way that was at once playful, funny, easy to learn, infinitely repeatable, and educational without being preachy or too negative.
So, Data War, the casual, chaotic, clever and comedic card game at the center of the Billionaire Blast Off universe, was born.
Fast, fun, on brand: Choose 3
Data War Physical Edition is a real life card game that crosses the foundations of War with the chaos of games like Exploding Kittens and Slap Jack.
Layer in mechanics that balance the chaotic evil of Billionaire misbehavior with the chaotic good of Firefox’s people-first values, and you’ve got a game that packs the one-two punch of playability and perspective into a slick and portable 74 card deck.
We produced Data War in 5 weeks total, launching it at TwitchCon 2025 with 22k expansion packs in every attendee merch bag, which drove people to our booth in droves to grab a free deck, learn how to play and immerse themselves in the Billionaire Blast Off story. s to our booth to grab free decks, learn the game, and dive deeper into the Billionaire Blast Off universe.
A true brand collaboration
Our in-house game designers knew we had to treat Data War like a true game product that needed to be fun to play while bringing the brand to life in meaningful and immersive ways, despite a tight production timeline. We executed a robust game design process, printing prototypes, mapping probabilities, testing card types, balancing effects, adjusting conditions and rewriting rules in real time.
We also integrated with the Firefox product team to not only gather feedback, but develop ideas for building key brand values and features into the play mechanics and story, until we hit a perfect blend of chaos, clarity and communication. Then, we developed our own play simulator to root out and solve for hidden edge cases at scale.
Data War comes home to the browser
Extending Data War to digital on a tight timeline meant adapting with purpose. We wanted to deliver a free-to-play, browser-based edition that was every bit as fun, chaotic and re-playable as the original, even without other players.
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.
Our team brought it to life with a blend of traditional and innovative AI-enhanced workflows 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.
