Campaign Overview

Led creative direction for Dassault Aviation's 50th anniversary celebration in China, spanning premium print media, high-profile events, and a major presence at the Asian Business Aviation Conference & Exhibition (ABACE) at Shanghai Hongqiao International Airport. The campaign targeted ultra-high-net-worth individuals, aviation industry leaders, and key decision-makers across Asia.

Signature Visual Concept

Developed a powerful unifying visual element that bridged cultures and brand heritage:
- Created signature imagery featuring a flowing crimson flag weaving through campaign visuals
- Flag design intentionally referenced multiple cultural touchpoints: 
        - The distinctive red stripe of Falcon's flagship jets
        - The red of the French flag, honoring Dassault's Parisian heritage
        - The auspicious red of Chinese culture
- Applied this visual metaphor across all campaign imagery:
        - Dynamic flag wrapping around aircraft
        - Flowing through environmental graphics
        - Integrated into print materials
        - Featured in exhibition design

The crimson flag concept created a cohesive visual narrative that elegantly united three distinct brand stories - Dassault's corporate identity, French heritage, and Chinese customer’s culture - into one sophisticated campaign language.

Print Media Campaign

Developed comprehensive luxury print campaign including:
- Premium magazine advertising placements
- Custom magazine and newspaper wrap designs
- Full magazine takeover issue
- Exclusive anniversary campaign logo design
- High-end print collateral suite
- OOH

ABACE Exhibition Experience

Designed complete exhibition presence for Asia's premier business aviation event:
- Architectural-scale building and wall wraps
- Custom-designed mock aircraft cabin experience
- Exhibition space design and layout
- Large-format environmental graphics
- Branded wayfinding systems
- Interactive product displays

Event Design & Diplomatic Reception

Executed creative for prestigious events including:
- Exclusive reception at the French Embassy in Shanghai
- Custom invitation design and production
- Premium event collateral
- Environmental branding
- VIP guest experience design

Campaign Elements

Comprehensive creative direction across:
- Anniversary campaign logo and visual identity
- Luxury print collateral suite
- Large-format environmental graphics
- Exhibition design and materials
- Event invitation systems
- Premium promotional items
- Brand activation materials

Target Audience

Campaign strategically targeted:
- Business aviation decision-makers
- High-net-worth entrepreneurs
- Aviation industry leaders
- Wealth creators across Asia
- Key governmental stakeholders

Role & Responsibilities

As Creative/Design Director:
- Led complete creative strategy development
- Designed comprehensive visual identity system
- Directed all print and environmental design
- Oversaw exhibition experience design
- Managed creative execution across all touchpoints
- Ensured brand consistency throughout campaign
- Supervised production of all materials
- Coordinated with international stakeholders