Projects
JSX
Led a rebrand that defined a new category of travel, "hop-on jet service." Note: This project and prior reflect work in agency settings. Thus I've delineated The Strategy + The Creative, showcasing the agency approach.
The Insight: When everyday people hear the words “private jet,” they immediately count themselves out of the picture. No one really understands what a "semi-private jet" is.
The Creative: Introduced “hop-on jet service” with an integrated campaign, "The Lost Joy of Time," which emphasized the massive time savings JSX brings.
The campaign included digital video, print, OOH, website re-design, and app launch; and was accompanied by a refreshed brand identity and new livery design.
Awarded as one of Fast Company 2020’s Most Innovative Companies.
The Strategy: Reinvent the way the way we talk about “semi-private charter flights,” so that everyday people understand a. what it and its practical benefits are, and b. that something so massively gamechanging is not out of reach for them.
Launch the category-defining term, "hop-on jet service" to broaden understanding of JSX's offering.