DASSAULT AVIATION 50TH ANNIVERSARY – CHINA LAUNCH PLATFORM
MULTI-CHANNEL CAMPAIGN ACROSS PRINT, ENVIRONMENT, AND EXPERIENTIAL DESIGN
I led the full creative buildout for Dassault Aviation’s 50th anniversary in China - a strategic brand push spanning luxury print, architectural-scale exhibition, and high-touch VIP events. The campaign was engineered to elevate Falcon’s market position among UHNW buyers, aerospace influencers, and government decision-makers across Asia.
SITUATION
Dassault Falcon Jet, a legacy European jet manufacturer, needed to reframe its brand presence in Asia - specifically China - where competitors were dominating the UHNW aviation narrative.
The brand's perception lagged behind its engineering prestige, lacking the cultural and aesthetic resonance required to connect with a rapidly evolving luxury market.
TASK
Create and lead a unifying visual campaign for Dassault Aviation’s 50th anniversary in Asia that could bridge French heritage with Chinese luxury codes. The work needed to cut across all brand expressions - from print to exhibition to experiential - while elevating Falcon into a modern icon of status and power.
Dassault Falcon Jet, a legacy European jet manufacturer, needed to reframe its brand presence in Asia - specifically China - where competitors were dominating the UHNW aviation narrative.
The brand's perception lagged behind its engineering prestige, lacking the cultural and aesthetic resonance required to connect with a rapidly evolving luxury market.
TASK
Create and lead a unifying visual campaign for Dassault Aviation’s 50th anniversary in Asia that could bridge French heritage with Chinese luxury codes. The work needed to cut across all brand expressions - from print to exhibition to experiential - while elevating Falcon into a modern icon of status and power.
ACTION
— Concepted the campaign's signature visual: a crimson flag motif inspired by Falcon’s red jet stripe, Parisian design cues, and Chinese symbology of fortune and prestige.
— Developed a complete design system and visual language to maintain fidelity across vastly different touchpoints.
— Led creative direction and design execution across:
• Aircraft imagery and environmental graphics
• Premium print collateral and brand identity
• Large-scale exhibition design and storytelling panels
• VIP events and bespoke spatial experiences
— Directed international production teams across Paris and Shanghai, ensuring seamless cross-cultural execution and stakeholder alignment.
RESULT
The campaign redefined Falcon’s image in Asia. Within three years, China became Falcon’s second-largest global market, with 29 Falcon 7X jets in operation. The campaign also set a new internal benchmark for brand integration across regions and mediums.
— Concepted the campaign's signature visual: a crimson flag motif inspired by Falcon’s red jet stripe, Parisian design cues, and Chinese symbology of fortune and prestige.
— Developed a complete design system and visual language to maintain fidelity across vastly different touchpoints.
— Led creative direction and design execution across:
• Aircraft imagery and environmental graphics
• Premium print collateral and brand identity
• Large-scale exhibition design and storytelling panels
• VIP events and bespoke spatial experiences
— Directed international production teams across Paris and Shanghai, ensuring seamless cross-cultural execution and stakeholder alignment.
RESULT
The campaign redefined Falcon’s image in Asia. Within three years, China became Falcon’s second-largest global market, with 29 Falcon 7X jets in operation. The campaign also set a new internal benchmark for brand integration across regions and mediums.
50TH ANNIVERSARY LOGOS
CHINA/ 50TH ANNIVERSARY/ NEWSPAPER WRAPS
50TH ANNIVERSARY/ OOH WALL @SHANGHAI AIRPORT
50TH ANNIVERSARY/ MAGAZINE SPREADS
ABACE EVENTS
Held at Shanghai Hongqiao International Airport, the Asian Business Aviation Conference & Exhibition (ABACE) is the region’s most influential business aviation event—where aircraft orders, partnerships, and reputations are forged. The show attracts Asia’s top-tier wealth creators, fleet buyers, and government stakeholders. In this context, design isn’t décor—it’s diplomacy, sales enablement, and competitive signal.
ABACE SHANGHAI/ 50TH ANNIVERSARY/ COLLATERAL - FOLDED DASSAULT HISTORY BROCHURE
ABACE SHANGHAI/ 50TH ANNIVERSARY/ POSTERS & BANNERS
ABACE SHANGHAI/ 50TH ANNIVERSARY/ CHALET WALL WRAPS
SPATIAL DESIGN
ABACE SHANGHAI/ 50TH ANNIVERSARY/ CHALET INTERIOR WALL WRAPS
DASSAULT AVIATION 50TH ANNIVERSARY BRAND FILM HERE