Seen+Noted: Gwyneth Paltrow helps Astronomer reframe PR crisis into a viral win

After a PR crisis sparked by an awkward kiss-cam moment involving its top executives at a recent Coldplay concert, data workflow firm Astronomer turned to an unexpected spokesperson: American actress, businesswoman, and Chris Martin’s ex-wife, Gwyneth Paltrow. In a clever, self-aware video developed with Maximum Effort, Paltrow delivers a calm, charismatic message that subtly deflects scandal while spotlighting Astronomer’s tech offerings.

Framed as a temporary employee speaking for the company’s 300-plus staff, Paltrow breezes through topics like Apache Airflow and AI pipelines, casually inviting viewers to Astronomer’s upcoming Beyond Analytics event. The result? A PR win that’s equal parts savvy and surreal—boosting both Paltrow’s cool factor and Astronomer’s cultural relevance.