JSX is a challenger brand in a category that didn't use to exist: a "premium approach to air travel that isn't charter, but isn't a commercial flight either." Naturally, finding this niche in-between private flying and major airline is tough, but we created a campaign (and tagline) that positioned JSX as a lifestyle brand -- not just a way to get there. A campaign like this called for a tagline just as aspirational:
THIS IS HOW I FLY
It also looks pretty cool (revised) on a plane, along with all the names of the JSX employees -- from engineer to pilot.
Here's the launch video:
These are print ads. Wish I had the magazines to show you.
I actually like these midfunnel videos better than the launch.
And along with their new coat of paint (barf) we gave them a new tone of voice.
I just found out you can still see this billboard on street view (as of 3.2.26). If JSX were still my client, we'd do something with that.
ACD (Writer): Benjy Joung
ACD (Art): Kevin Yurasovich
CD: Andrew Harper, Kyle Kelley
Director: Andrew Shepherd (Republic)