For Mozilla Firefox • Billionaire Blast Off
Blasting Billionaires into space so you can Open What You Want
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 not 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 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.
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
Watch the TwitchCon Sizzle Reel
Billionaires are absurd. Absurd things are funny. When you laugh at something, you gain power over it.
The Solution • Billionaire Blast Off
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, GenAI and a very real space launch with very fake Billionaires on board. Joyscroll to see how it all unfolded.
Campaign Architecture
1 Campaign, 6 Activations, 10 Launches, 4 Months
Directed, designed, produced and developed in-house and choreographed to build momentum across digital, physical and blended-reality touch points throughout Q4.
Scroll
Campaign Hub Website
Breaking the microsite 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.
Check out the current version of the site!
The GenAI Billionaire Playpen
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.
Billionaire Builder has been sunset, but we kept a version just for you!
Billionaire Builder
Make your own totally unique, whiny, AI slop Billionaire
We launched the campaign and the microsite with the Build-a-Billionaire experience, where users could create an AI-slop Billionaire of their own to toy with, control and share.
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.”
Space Selfie Generator
Now chronically share your life in space!
Once your Billionaire is conjured forth into existence, the fun really begins. Use the Space Selfie generator to snap vanity shots of your Billionaire living their best life in space! Think family photo album, but more narcissistic, isolated and completely out of touch.
Each Billionaire puppeteer was allowed to create up to 3 unique space selfies featuring their little Billionaire in various scenes ranging from ghost-riding a Mars rover to cruising through space and hanging out with aliens on the surface of a distant planet, all saved to the Billionaire Vault for easy access and social sharing later.
Powered by a custom workflow that fed each Billionaire likeness into Nano Banana with scene prompts and ML moderation, the goal was to create a first-of-its kind GenAI playpen that produced an almost infinite trove 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.
Data War
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 brand-forward.
So, Data War, the casual, chaotic, clever and comedic card game at the center of the Billionaire Blast Off universe, was born.
Check out Data War
Data War: Physical Edition
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 populous heroism, 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.
Under the Hood
Engineered for chaos
Our in-house game designers knew we had to treat Data War like a true game product, despite a tight production timeline. So, we went to work, printing prototypes, mapping probabilities, testing card types, balancing effects, adjusting conditions and rewriting rules in real time.
We play-tested relentlessly with multiple player groups until we hit a perfect blend of chaos, clarity and communication, then we developed our own GPT play simulator to root out and solve for hidden edge cases.
The moments the table collectively yelled, laughed, or demanded a rematch, we knew we were on to something good.
Data War: Digital
Data War conquers 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.
Play Data War: Digital
Our little booth had a big mission, engage people with play, get them in on the joke, and send our Billionaires into space for good.
TwitchCon Execution
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.
Booth & Collateral Design
Bringing the campaign to life
We knew we had to show up to the con with a buttoned up, fully immersive physical space that deepened the campaign story, extended the visual language, engaged the crowd and encouraged natural flow. We spun up 3D environment mocks, secured the right assets, designed new characters and produced all print, animation and merch mechanicals in house. Then, we not only attended the con, we handled set up, tear down, BTS capture and brand advocacy duties for the interactive elements.
Data War Play Stations
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 gameplay energy was unreal. People who stopped by out of curiosity were still at the tables hours later, locked in full-on, trash-talking, card-flipping battles. New groups formed. Friends pulled in strangers. Streamers streamed full games. Some players returned multiple times a day just to get one more round in. Data War wasn’t just branded content. It was real party game creating real fans in real time.
The Billionaire Holobox
Build a Billionaire and bust a move
We wanted the TwitchCon experience to encapsulate the entire Billionaire Blast Off journey, which meant bringing our Billionaire Builder experience to the floor in a way that would turn heads and draw people in. Enter the Billionaire Holobox. An innovative, motion-controlled holographic AR booth that let fans create new Billionaires on the spot using the same trait engine developed for our GenAI microsite, rebuilt for rapid-fire creation and instant spectacle. After creation, participants took control to make their Billionaire dance, pose, strut and flex before firing them off into space. Crowds formed as avatars popped to life. People pointed, filmed, laughed, shared, and dragged friends over to make their own. It became a social engine and a perfect expression of the universe we built, playful and ridiculous and destined for launch.
TwitchCon Block Party
Party at the launch tower
The apex of our TwitchCon experience led us to a change of venue for the Saturday night TwitchCon Block Party, where we hosted a lounge at Rockin’ Baja Lobster to send off our fake little Billionaires into very real space with a bang.
Droves of TwitchCon attendees piled in to join us for the launch, and were greeted with piles of Data War Decks, custom coasters and napkins, photo shoots, a wall full of farewell notes to the Billionaires and a multi-screen takeover to host the screening of our real life space launch.
The event saw creators, new fans and pie-eyed newcomers alike coalesce into a community eager to celebrate the moment and be a part of the final act.
Data War: Digital
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
Out in the Wild
Here’s what people are saying about this work IRL.
TheBigBois team got hands-on with the game at the Firefox Booth on Saturday, where we quickly realized this satirical card game is far more than just a clever marketing stunt. It’s a genuine blast, and it carried the energy of the event right back to our hotel and out to the Block Party.
The Big Bois News
Obsidian
This game needs to be spread out far and wide, it’s not just entertainment, you’re learning and using valuable skills...my excitement cannot be contained!
Kyle Prince
TwitchCon Attendee
We've had such a great experience working with your team. We're very excited for the launch of the digital game this week and hoping we can continue to promote it into 2026. Can't wait to see what we can accomplish together in the future.
Sally Sclippa
Global Director, Marketing Activations | Mozilla
Thank you
For Mozilla Firefox • Billionaire Blast Off
Blasting Billionaires into space so you can Open What You Want
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 not 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 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.
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
Watch the TwitchCon Sizzle Reel
Billionaires are absurd. Absurd things are funny. When you laugh at something, you gain power over it.
The Solution • Billionaire Blast Off
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, GenAI and a very real space launch with very fake Billionaires on board. Joyscroll to see how it all unfolded.
Campaign Architecture
1 Campaign, 6 Activations, 10 Launches, 4 Months
Directed, designed, produced and developed in-house and choreographed to build momentum across digital, physical and blended-reality touch points throughout Q4.
Campaign Hub Website
Breaking the microsite 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.
Check out the current version of the site!
The GenAI Billionaire Playpen
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.
Billionaire Builder has been sunset, but we kept a version just for you!
Billionaire Builder
Make your own totally unique, whiny, AI slop Billionaire
We launched the campaign and the microsite with the Build-a-Billionaire experience, where users could create an AI-slop Billionaire of their own to toy with, control and share.
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.”
Space Selfie Generator
Now chronically share your life in space!
Once your Billionaire is conjured forth into existence, the fun really begins. Use the Space Selfie generator to snap vanity shots of your Billionaire living their best life in space! Think family photo album, but more narcissistic, isolated and completely out of touch.
Each Billionaire puppeteer was allowed to create up to 3 unique space selfies featuring their little Billionaire in various scenes ranging from ghost-riding a Mars rover to cruising through space and hanging out with aliens on the surface of a distant planet, all saved to the Billionaire Vault for easy access and social sharing later.
Powered by a custom workflow that fed each Billionaire likeness into Nano Banana with scene prompts and ML moderation, the goal was to create a first-of-its kind GenAI playpen that produced an almost infinite trove 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.
Data War
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 brand-forward.
So, Data War, the casual, chaotic, clever and comedic card game at the center of the Billionaire Blast Off universe, was born.
Check out Data War
Data War: Physical Edition
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 populous heroism, 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.
Under the Hood
Engineered for chaos
Our in-house game designers knew we had to treat Data War like a true game product, despite a tight production timeline. So, we went to work, printing prototypes, mapping probabilities, testing card types, balancing effects, adjusting conditions and rewriting rules in real time.
We play-tested relentlessly with multiple player groups until we hit a perfect blend of chaos, clarity and communication, then we developed our own GPT play simulator to root out and solve for hidden edge cases.
The moments the table collectively yelled, laughed, or demanded a rematch, we knew we were on to something good.
Data War: Digital
Data War conquers 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.
Play Data War: Digital
Our little booth had a big mission, engage people with play, get them in on the joke, and send our Billionaires into space for good.
TwitchCon Execution
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.
Booth & Collateral Design
Bringing the campaign to life
We knew we had to show up to the con with a buttoned up, fully immersive physical space that deepened the campaign story, extended the visual language, engaged the crowd and encouraged natural flow. We spun up 3D environment mocks, secured the right assets, designed new characters and produced all print, animation and merch mechanicals in house. Then, we not only attended the con, we handled set up, tear down, BTS capture and brand advocacy duties for the interactive elements.
Data War Play Stations
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 gameplay energy was unreal. People who stopped by out of curiosity were still at the tables hours later, locked in full-on, trash-talking, card-flipping battles. New groups formed. Friends pulled in strangers. Streamers streamed full games. Some players returned multiple times a day just to get one more round in. Data War wasn’t just branded content. It was real party game creating real fans in real time.
The Billionaire Holobox
Build a Billionaire and bust a move
We wanted the TwitchCon experience to encapsulate the entire Billionaire Blast Off journey, which meant bringing our Billionaire Builder experience to the floor in a way that would turn heads and draw people in. Enter the Billionaire Holobox. An innovative, motion-controlled holographic AR booth that let fans create new Billionaires on the spot using the same trait engine developed for our GenAI microsite, rebuilt for rapid-fire creation and instant spectacle. After creation, participants took control to make their Billionaire dance, pose, strut and flex before firing them off into space. Crowds formed as avatars popped to life. People pointed, filmed, laughed, shared, and dragged friends over to make their own. It became a social engine and a perfect expression of the universe we built, playful and ridiculous and destined for launch.
TwitchCon Block Party
Party at the launch tower
The apex of our TwitchCon experience led us to a change of venue for the Saturday night TwitchCon Block Party, where we hosted a lounge at Rockin’ Baja Lobster to send off our fake little Billionaires into very real space with a bang.
Droves of TwitchCon attendees piled in to join us for the launch, and were greeted with piles of Data War Decks, custom coasters and napkins, photo shoots, a wall full of farewell notes to the Billionaires and a multi-screen takeover to host the screening of our real life space launch.
The event saw creators, new fans and pie-eyed newcomers alike coalesce into a community eager to celebrate the moment and be a part of the final act.
Data War: Digital
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
Out in the Wild
Here’s what people are saying about this work IRL.
This game needs to be spread out far and wide, it’s not just entertainment, you’re learning and using valuable skills...my excitement cannot be contained!
Kyle Prince
TwitchCon Attendee
We've had such a great experience working with your team. We're very excited for the launch of the digital game this week and hoping we can continue to promote it into 2026. Can't wait to see what we can accomplish together in the future.
Sally Sclippa
Global Director, Marketing Activations | Mozilla
TheBigBois team got hands-on with the game at the Firefox Booth on Saturday, where we quickly realized this satirical card game is far more than just a clever marketing stunt. It’s a genuine blast, and it carried the energy of the event right back to our hotel and out to the Block Party.
The Big Bois News
Obsidian
Thank you
For 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 not 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 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.
Watch the TwitchCon Sizzle Reel
Billionaires are absurd. Absurd things are funny. When you laugh at something, you gain power over it.
The Solution • Billionaire Blast Off
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, GenAI and a very real space launch with very fake Billionaires on board. Joyscroll to see how it all unfolded.
Campaign Architecture
1 Campaign, 6 Activations, 10 Launches, 4 Months
Directed, designed, produced and developed in-house and choreographed to build momentum across digital, physical and blended-reality touch points throughout Q4.
Campaign Hub Website
Breaking the microsite 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.
Check out the current version of the site!
The GenAI Billionaire Playpen
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.
Billionaire Builder has been sunset, but we kept a version just for you!
Billionaire Builder
Make your own totally unique, whiny, AI slop Billionaire
We launched the campaign and the microsite with the Build-a-Billionaire experience, where users could create an AI-slop Billionaire of their own to toy with, control and share.
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.”
Space Selfie Generator
Now chronically share your life in space!
Once your Billionaire is conjured forth into existence, the fun really begins. Use the Space Selfie generator to snap vanity shots of your Billionaire living their best life in space! Think family photo album, but more narcissistic, isolated and completely out of touch.
Each Billionaire puppeteer was allowed to create up to 3 unique space selfies featuring their little Billionaire in various scenes ranging from ghost-riding a Mars rover to cruising through space and hanging out with aliens on the surface of a distant planet, all saved to the Billionaire Vault for easy access and social sharing later.
Powered by a custom workflow that fed each Billionaire likeness into Nano Banana with scene prompts and ML moderation, the goal was to create a first-of-its kind GenAI playpen that produced an almost infinite trove 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.
Data War
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 brand-forward.
So, Data War, the casual, chaotic, clever and comedic card game at the center of the Billionaire Blast Off universe, was born.
Check out Data War
Data War: Physical Edition
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 populous heroism, 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.
Under the Hood
Engineered for chaos
Our in-house game designers knew we had to treat Data War like a true game product, despite a tight production timeline. So, we went to work, printing prototypes, mapping probabilities, testing card types, balancing effects, adjusting conditions and rewriting rules in real time.
We play-tested relentlessly with multiple player groups until we hit a perfect blend of chaos, clarity and communication, then we developed our own GPT play simulator to root out and solve for hidden edge cases.
The moments the table collectively yelled, laughed, or demanded a rematch, we knew we were on to something good.
Data War: Digital
Data War conquers 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.
Play Data War: Digital
Our little booth had a big mission, engage people with play, get them in on the joke, and send our Billionaires into space for good.
TwitchCon Execution
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.
Booth & Collateral Design
Bringing the campaign to life
We knew we had to show up to the con with a buttoned up, fully immersive physical space that deepened the campaign story, extended the visual language, engaged the crowd and encouraged natural flow. We spun up 3D environment mocks, secured the right assets, designed new characters and produced all print, animation and merch mechanicals in house. Then, we not only attended the con, we handled set up, tear down, BTS capture and brand advocacy duties for the interactive elements.
Data War Play Stations
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 gameplay energy was unreal. People who stopped by out of curiosity were still at the tables hours later, locked in full-on, trash-talking, card-flipping battles. New groups formed. Friends pulled in strangers. Streamers streamed full games. Some players returned multiple times a day just to get one more round in. Data War wasn’t just branded content. It was real party game creating real fans in real time.
The Billionaire Holobox
Build a Billionaire and bust a move
We wanted the TwitchCon experience to encapsulate the entire Billionaire Blast Off journey, which meant bringing our Billionaire Builder experience to the floor in a way that would turn heads and draw people in. Enter the Billionaire Holobox. An innovative, motion-controlled holographic AR booth that let fans create new Billionaires on the spot using the same trait engine developed for our GenAI microsite, rebuilt for rapid-fire creation and instant spectacle. After creation, participants took control to make their Billionaire dance, pose, strut and flex before firing them off into space. Crowds formed as avatars popped to life. People pointed, filmed, laughed, shared, and dragged friends over to make their own. It became a social engine and a perfect expression of the universe we built, playful and ridiculous and destined for launch.
TwitchCon Block Party
Party at the launch tower
The apex of our TwitchCon experience led us to a change of venue for the Saturday night TwitchCon Block Party, where we hosted a lounge at Rockin’ Baja Lobster to send off our fake little Billionaires into very real space with a bang.
Droves of TwitchCon attendees piled in to join us for the launch, and were greeted with piles of Data War Decks, custom coasters and napkins, photo shoots, a wall full of farewell notes to the Billionaires and a multi-screen takeover to host the screening of our real life space launch.
The event saw creators, new fans and pie-eyed newcomers alike coalesce into a community eager to celebrate the moment and be a part of the final act.
Data War: Digital
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
Out in the Wild
Here’s what people are saying about this work IRL.
This game needs to be spread out far and wide, it’s not just entertainment, you’re learning and using valuable skills...my excitement cannot be contained!
Kyle Prince
TwitchCon Attendee
We've had such a great experience working with your team. We're very excited for the launch of the digital game this week and hoping we can continue to promote it into 2026. Can't wait to see what we can accomplish together in the future.
Sally Sclippa
Global Director, Marketing Activations | Mozilla
TheBigBois team got hands-on with the game at the Firefox Booth on Saturday, where we quickly realized this satirical card game is far more than just a clever marketing stunt. It’s a genuine blast, and it carried the energy of the event right back to our hotel and out to the Block Party.
The Big Bois News
Obsidian
Thank you