The United States Space Force is taking recruitment to new heights with the launch of ‘Always Above,’ a visually stunning, cinematic experience designed to ignite curiosity and inspire future space professionals.
Created in partnership with its agency of record, GSD&M, the 12-minute film will be playing in planetariums across the country as the centerpiece of a bold new cross-channel recruitment campaign. The campaign is centered around the message: “Space is Closer Than You Think.”
Set against the awe-inspiring backdrop of space, ‘Always Above’ explores how the unseen world of orbiting satellites touches nearly every aspect of modern life—from communication and entertainment to travel and national security.
“We set out to create an inspiring, cinematic experience that shows just how connected space is to our everyday lives,” said Maria D’Amato, executive creative director at GSD&M. “Our goal for this campaign was to spark curiosity and help young audiences see a future for themselves in space—and in the Space Force.”
It’s a journey from the depths of the ocean to the edge of space, and a powerful reminder that “Space must be guarded. That responsibility rests on the shoulders of the United States Space Force. The freedom of space is worth protecting. And they will never stop answering the call to do so.”
The campaign targets young space enthusiasts, ages 12–18, who are students often visiting planetariums on school field trips or family outings. The campaign’s goal is to spark interest in space careers and increase awareness of the critical role the Space Force plays in our everyday lives, since the branch opened in 2019.
The cross-channel campaign will span across Film, VR, Website, Paid and Organic Social with Social Influencers, and Experiential (on-site activation, event planning).
“Space has always been a source of wonder and immense interest for the American people, but the new challenges we face, and the extent to which our daily lives now rely on the domain, require us to think about it differently,” said U.S. Space Force Chief of Space Operations Gen. Chance Saltzman. “The Space Force’s mission is to secure our Nation’s interests in, from, and to space. Our Guardians can’t do that without public understanding and support, which is why efforts like this — those that inform and inspire — are important.”
For more information on military career opportunities in the Space Force, please visit www.spaceforce.com/.
