FALCON 5X ANNOUNCEMENT CAMPAIGN - EMEA & EAST ASIA
The private aviation sector has long been trapped in a visual holding pattern - jets against blue skies, aspirational yet interchangeable. My mission for the Falcon 5X announcement campaign in China? To disrupt this sameness while preserving Dassault’s unmistakable premium positioning and French heritage.
STRATEGIC INSIGHT
Instead of falling into predictable visuals, I injected the campaign with layered wordplay and rich cultural symbolism, weaving French luxury with China’s appreciation for craftsmanship and nuance.
CREATIVE SOLUTION
I shaped the teaser narrative around three conceptual pillars:
STRATEGIC INSIGHT
Instead of falling into predictable visuals, I injected the campaign with layered wordplay and rich cultural symbolism, weaving French luxury with China’s appreciation for craftsmanship and nuance.
CREATIVE SOLUTION
I shaped the teaser narrative around three conceptual pillars:
- AIRBORN: A provocative twist on “airborne,” hinting at both the 5X’s aviation DNA and its forward-thinking spirit.
- AVIANICS: Fusing “avionics” with metaphors from natural flight, bridging cutting-edge tech with poetic symbolism.
- SUN KING: Drawing on Louis XIV’s grandeur, this concept spotlighted the Falcon 5X’s distinctive skylight, merging French opulence with modern innovation.
Visually, I dismantled the tired "jet in the sky" cliché and introduced a bold, metaphor-rich language that:
RESULTS
The Falcon 5X announcement campaign pierced through the visual clutter, propelling Dassault’s narrative beyond specs into the realm of emotional resonance and high cultural value. It set a new standard for luxury aviation marketing in China - one that respects the audience’s intelligence and taste.
INNOVATION IMPACT
This announcement wasn’t just a campaign. It was a proof of concept that category norms can and should be disrupted. It demonstrated that bold creativity, cultural fluency, and a dash of intellectual audacity can reposition a brand - and reset expectations.
- Integrated French cultural touchpoints with contemporary luxury cues
- Elevated the skylight feature through layered, sophisticated imagery
- Invited deeper engagement with symbolism rewarding curiosity and cultural literacy
RESULTS
The Falcon 5X announcement campaign pierced through the visual clutter, propelling Dassault’s narrative beyond specs into the realm of emotional resonance and high cultural value. It set a new standard for luxury aviation marketing in China - one that respects the audience’s intelligence and taste.
INNOVATION IMPACT
This announcement wasn’t just a campaign. It was a proof of concept that category norms can and should be disrupted. It demonstrated that bold creativity, cultural fluency, and a dash of intellectual audacity can reposition a brand - and reset expectations.
FALCON 6X :60 FILM
Later, with the launch of the Falcon 6X, we evolved the falcon motif, repurposing its energy into a more technically-driven narrative. This approach maintained continuity while reframing the visual language to spotlight the aircraft’s engineering excellence.