DASSAULT FALCON JET
FALCON 5X ANNOUNCEMENT CAMPAIGN
SEMANTIC ARCHITECTURE FOR LUXURY AEROSPACE
(Creative Director, Conceptual Positioning)Dassault needed to announce the Falcon 5X globally — not as a product, but as a commitment. Aviation announcement campaigns face a unique challenge: securing $65M purchase commitments for aircraft that won't be delivered for 5+ years without actual craft in existence. In markets where wealth demands instant satisfaction, this means selling not the product, but what it means, emotionally and aesthetically.
I developed semantic architecture and visual identity for the China and East Asia sector across constructed words: AIR BORN (birth, destiny, inevitability), AVIANICS (merging flight instinct with technological mastery), and SUN KING (a ray of light, connecting Louis XIV's grandeur to French engineering innovation, resonating with Asian luxury buyers for whom French culture carries significant weight).
The campaign compressed culture, heritage, and luxury into language and imagery that positioned the Falcon 5X as both continuation and evolution — creating desire for an aircraft that existed only as an idea.
I developed semantic architecture and visual identity for the China and East Asia sector across constructed words: AIR BORN (birth, destiny, inevitability), AVIANICS (merging flight instinct with technological mastery), and SUN KING (a ray of light, connecting Louis XIV's grandeur to French engineering innovation, resonating with Asian luxury buyers for whom French culture carries significant weight).
The campaign compressed culture, heritage, and luxury into language and imagery that positioned the Falcon 5X as both continuation and evolution — creating desire for an aircraft that existed only as an idea.
