5X TEASER CAMPAIGN

VISUAL RESTRAINT AS STRATEGY

SITUATION

Following the global announcement of the Falcon 5X, Dassault faced a prolonged production runway and delivery delays. The challenge: maintain market interest and narrative control across a multi-year gap, without showing the aircraft. Traditional luxury aviation visuals risked overexposure and dilution.

TASK

Develop a visual campaign to preserve cultural relevance, assert brand confidence, and manage perception over time - without relying on product visibility. Design needed to convey capability, exclusivity, and national identity while maintaining strict visual discipline.

ACTION

Crafted a multi-platform teaser campaign rooted in visual restraint and symbolic precision:

Established a black-on-black design system where the aircraft was never fully revealed - an implied silhouette, not an asset on display

Directed tone and composition across print, digital, and mobile interfaces, using high-contrast shadowplay

Collaborated on a 90-second brand film scored by Daft Punk - blending French culture and aerospace form language into a cinematic signal piece

Integrated screen takeover modules and mobile UX elements designed for minimalism and continuity, not novelty

Built a system of visual pacing - treating absence as tension, not limitation

RESULT

The Falcon 5X remained top-of-mind across key markets - including China and EMEA - without revealing its final form. The campaign redefined how a luxury aerospace brand could operate by treating design as narrative infrastructure, not just presentation.

It demonstrated that:

Controlled visibility drives perception
Design can carry strategic load
And in markets where timing slips, brand signal discipline is a tactical advantage