FALCON 8X
A PURE FALCON MOVE - SUBTEXT OVER SPECTACLE.
SITUATION
Dassault Falcon Jet needed to sharpen its brand voice in Asia - specifically among high-level aviation decision -makers fluent in performance, not marketing. In a sector cluttered with glossy lifestyle ads, Falcon’s opportunity was to speak through design logic, not lifestyle fantasy.
TASK
Create a series of graphic-forward ads that communicated Falcon’s design philosophy through reduction, not amplification. Each piece emphasized aerodynamic form as brand identity, using visual restraint to echo performance clarity. No marketing fluff. Just industrial elegance, rendered in precision geometry and regional nuance.
ACTION
Every choice served a function:
MINIMALIST LAYOUT, MAXIMUM CONTROL
No fluff. No gloss. Just a graphic red 8/X anchoring a high-contrast winglet. It's not showing the jet. It's showing what makes the jet exceptional - Falcon move - subtext over spectacle.
TYPOGRAPHY IS DISCIPLINED
The 'FLY INTO THE FUTURE' line is declarative without shouting. The body copy is quiet, confident, almost coded - intended for someone who already knows what matters. That’s luxury-tech language.
Dassault Falcon Jet needed to sharpen its brand voice in Asia - specifically among high-level aviation decision -makers fluent in performance, not marketing. In a sector cluttered with glossy lifestyle ads, Falcon’s opportunity was to speak through design logic, not lifestyle fantasy.
TASK
Create a series of graphic-forward ads that communicated Falcon’s design philosophy through reduction, not amplification. Each piece emphasized aerodynamic form as brand identity, using visual restraint to echo performance clarity. No marketing fluff. Just industrial elegance, rendered in precision geometry and regional nuance.
ACTION
Every choice served a function:
MINIMALIST LAYOUT, MAXIMUM CONTROL
No fluff. No gloss. Just a graphic red 8/X anchoring a high-contrast winglet. It's not showing the jet. It's showing what makes the jet exceptional - Falcon move - subtext over spectacle.
TYPOGRAPHY IS DISCIPLINED
The 'FLY INTO THE FUTURE' line is declarative without shouting. The body copy is quiet, confident, almost coded - intended for someone who already knows what matters. That’s luxury-tech language.
IMAGERY SPEAKS TO FORM AND FUNCTION
The winglet isn’t posed - it’s documented. The message is: aerodynamic elegance is performance. This would never fly at Gulfstream. Which is why it works.
CULTURAL LAYER
The Chinese text paired with the red palette? Not decorative. It’s a quiet geopolitical nod - Falcon signaling its cultural fluency and regional intent without pandering. A move designed for the market makers, not for visual tourists.
RESULT
The campaign differentiated the brand through design literacy, not lifestyle noise - positioning Falcon as an engineering-first luxury icon with global fluency.
These weren’t just ads, but high-altitude signals: elegant, strategic, and unmistakably Falcon.
FALCON 8X CHINA ADS
FALCON 8X 60sec spot
Beyond print, I contributed to a 60-second launch film engineered to signal the 8X’s aerodynamic authority and design doctrine.
Scored by Daft Punk, the piece fused graphic minimalism with sonic precision—translating flight dynamics into a sensory experience calibrated for high-perception buyers.
Scored by Daft Punk, the piece fused graphic minimalism with sonic precision—translating flight dynamics into a sensory experience calibrated for high-perception buyers.