The (S)hero
A STEM graphic novel
Reddit deep dives
Photonics - the science of light-based technologies - powers breakthroughs from surgery to supercomputers, yet public awareness lagged far behind its impact. A pan-European asossiation of engineers and manufacturers faced a critical perception gap: their field was reduced to “just lasers,” stifling academic interest, funding, and cross-sector collaboration. Despite pioneering work in quantum optics and biomedical imaging, their outreach relied on technical whitepapers and conference talks, invisible to anyone outside niche expert circles.
Challenge
The sector’s resistance to self-promotion ran deep. Many scientists viewed marketing as frivolous, even as they lamented talent shortages and missed partnerships. Traditional methods (dense articles, jargon-heavy presentations) failed to humanize photonics or explain its vast applications. We needed to: Cut through skepticism from STEM purists who distrusted creative campaigns. Make abstract concepts tangible without oversimplifying the science. Unite fragmented stakeholders under a shared vision.
Objective
Transform photonics from an invisible enabler into a cultural conversation by: Leveraging an unexpected insight: STEM professionals’ passion for retro comics and graphic novels, revealed through deep-dives into forums like r/Physics and vintage collector communities. Creating a hero: A Spanish scientist/superhero whose photonic powers embodied real-world applications, designed with scientists to ensure accuracy. Building narrative gravity: Comics → music videos → educational kits to sustain engagement.
Results
Explosive Reach: Hand-sketched comics achieved 2M+ impressions in 30 days, shared by major tech influencers and - critically - once-skeptical engineers. Cultural Buy-In: Fan art appeared at conferences. The project became the sector’s flagship outreach tool.
