FALCON 5X - KEEPING THE SKY IN SUSPENSE: FROM ANNOUNCEMENT TO TEASER
PHASE ONE: ANNOUNCEMENT CAMPAIGN – A NEW FALCON IS BORN!
The private jet (al jets really) 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.
CREATIVE SOLUTION
I crafted the rare, one-word campaign taglines - AIRBORN, AVIANICS, and SUN KING
- for the Falcon 5X announcement, distilling complex ideas into pure, iconic language.
Each anchored a distinct visual narrative: AIRBORN paired with the egg-and-wing motif, AVIANICS merging a falcon’s wings with jet technology, and SUN KING channeling Louis XIV’s grandeur to highlight the 5X’s skylight.
My mission for the Falcon 5X announcement campaign in China? To disrupt this sameness while preserving Dassault’s unmistakable premium positioning and French heritage.
CREATIVE SOLUTION
I crafted the rare, one-word campaign taglines - AIRBORN, AVIANICS, and SUN KING
- for the Falcon 5X announcement, distilling complex ideas into pure, iconic language.
Each anchored a distinct visual narrative: AIRBORN paired with the egg-and-wing motif, AVIANICS merging a falcon’s wings with jet technology, and SUN KING channeling Louis XIV’s grandeur to highlight the 5X’s skylight.
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.
- Integrated French cultural touchpoints with contemporary luxury cues
- 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.
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.
PHASE TWO: TEASER CAMPAIGN - FALCON 5X: SHADOWS AND LIGHT
With the announcement established, we shifted to a teaser campaign designed to keep the intrigue alive while staving off buyer impatience.
- Visual Concept: The Falcon 5X became a mystery - black silhouettes against black backgrounds. The aircraft was never fully revealed, creating an aura of exclusivity and elegance.
- Narrative Strategy: This phase was about strategic restraint, letting buyers and the market lean into the mystery and invest emotionally over time.
- Execution: Extended into a full ad series, teaser film, and mobile engagement, reinforcing the Falcon 5X’s status as a cultural and technological icon.
IMPACT:
The teaser sustained engagement and desire through the long delivery horizon, ensuring 5X remained top-of-mind and culturally relevant.
EXECUTION:
This phase launched with a multi-platform rollout: print, digital, a 90-second brand film, and mobile apps, creating a premium and consistent announcement experience.
The teaser sustained engagement and desire through the long delivery horizon, ensuring 5X remained top-of-mind and culturally relevant.
EXECUTION:
This phase launched with a multi-platform rollout: print, digital, a 90-second brand film, and mobile apps, creating a premium and consistent announcement experience.
For the Falcon 5X, we created a 90-second film that channeled a distinctly French approach to allure - an interplay of light and dark, minimalism, and a touch of sensual sophistication.
Collaborating with Daft Punk on the soundtrack, we merged cutting-edge aviation with avant-garde sound, creating an enigmatic experience that transformed the aircraft from machinery into an icon of innovation and style.
TRANSFORMING AEROSPACE COMPLEXITY INTO COMPELLING EXPERIENCES: DESIGN LEADERSHIP & BRAND INNOVATION
In my role as Art & Design lead at Dassault Falcon Jet, I shaped the visual identity of one of aviation’s most prestigious brands across global markets. While based in NA, my work resonated worldwide, with a special focus on China and East Asia- demanding a deep understanding of diverse cultural contexts and market nuances.
I transformed complex aerospace engineering into compelling visual narratives, tailored for three distinct audiences: high-net-worth individuals, corporate buyers, and government stakeholders.
The overarching goal was clear: to make Falcon stand apart in a hyper-competitive market, elevating its visibility and desirability beyond technical specifications.
I transformed complex aerospace engineering into compelling visual narratives, tailored for three distinct audiences: high-net-worth individuals, corporate buyers, and government stakeholders.
The overarching goal was clear: to make Falcon stand apart in a hyper-competitive market, elevating its visibility and desirability beyond technical specifications.
MEASURABLE IMPACT:
• Engineering to Experience: Translated complex aerospace systems into intuitive visual stories.
• Market Growth: Drove an 18% sales increase in Asia-Pacific through strategic design initiatives. Created industry-leading exhibition design recognized by the AsBAA Chairman.
• Digital Innovation: Designed 7X mobile applications and interactive visualization systems.
• Global Scale: Built a cohesive visual system spanning three continents and multiple audiences.
• Technical Translation: Communicated advanced engineering features to diverse, global stakeholders.
• Engineering to Experience: Translated complex aerospace systems into intuitive visual stories.
• Market Growth: Drove an 18% sales increase in Asia-Pacific through strategic design initiatives. Created industry-leading exhibition design recognized by the AsBAA Chairman.
• Digital Innovation: Designed 7X mobile applications and interactive visualization systems.
• Global Scale: Built a cohesive visual system spanning three continents and multiple audiences.
• Technical Translation: Communicated advanced engineering features to diverse, global stakeholders.
DASSAULT FALCON JET AESTHETICS BEFORE MY CREATIVE DIRECTION:
