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DASSAULT AVIATION
50TH ANNIVERSARY
INTEGRATED BRAND EXPERIENCE, CHINA
(Creative Director)
BACKGROUND
Dassault Aviation's 50th anniversary in China coincided with a critical period of market expansion in Asia. The company needed to reinforce its position among ultra-high-net-worth individuals, aviation industry leaders, and key decision-makers across the region — not through product marketing, but through brand legacy and cultural alignment.
The challenge was to design a multi-channel celebration that operated simultaneously as commemoration, diplomatic gesture, and market assertion.
Dassault Aviation's 50th anniversary in China coincided with a critical period of market expansion in Asia. The company needed to reinforce its position among ultra-high-net-worth individuals, aviation industry leaders, and key decision-makers across the region — not through product marketing, but through brand legacy and cultural alignment.
The challenge was to design a multi-channel celebration that operated simultaneously as commemoration, diplomatic gesture, and market assertion.
Digital 
Noblesse magazine spread
Digital
CHALLENGE
Create a cohesive brand experience across radically different contexts — premium print media, VIP diplomatic events, and ABACE (Asian Business Aviation Conference & Exhibition) in Shanghai — while respecting cultural nuance and maintaining Dassault's French luxury positioning.
The visual system needed to unite Parisian heritage with Chinese cultural symbolism without resorting to superficial fusion or decorative gestures.
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ABACE chalet exterior+interior design
Create a cohesive brand experience across radically different contexts — premium print media, VIP diplomatic events, and ABACE (Asian Business Aviation Conference & Exhibition) in Shanghai — while respecting cultural nuance and maintaining Dassault's French luxury positioning.
The visual system needed to unite Parisian heritage with Chinese cultural symbolism without resorting to superficial fusion or decorative gestures.
ABACE chalet exterior+interior designAPPROACH
I developed a unifying visual concept anchored in a flowing crimson motif — connecting Falcon's red jet stripe, French heritage, and culturally resonant symbolism within the Chinese context. Red functioned as both brand livery and cultural bridge, a structural element rather than ornament.
This visual logic governed all campaign touchpoints:
Print Campaign
Premium magazine spreads, full takeovers, custom anniversary logo, luxury collateral, and out-of-home placements designed to signal heritage and institutional credibility.
ABACE Exhibition
Architectural-scale exhibition design, custom aircraft cabin mock-up, interactive displays, large-format graphics, and branded wayfinding — creating an immersive environment that positioned Dassault as cultural institution, not vendor.
VIP Diplomatic Events
Exclusive reception at the French Embassy in Shanghai, premium invitation systems, bespoke collateral, and environmental branding designed for sovereign and diplomatic audiences.
I developed a unifying visual concept anchored in a flowing crimson motif — connecting Falcon's red jet stripe, French heritage, and culturally resonant symbolism within the Chinese context. Red functioned as both brand livery and cultural bridge, a structural element rather than ornament.
This visual logic governed all campaign touchpoints:
Print Campaign
Premium magazine spreads, full takeovers, custom anniversary logo, luxury collateral, and out-of-home placements designed to signal heritage and institutional credibility.
ABACE Exhibition
Architectural-scale exhibition design, custom aircraft cabin mock-up, interactive displays, large-format graphics, and branded wayfinding — creating an immersive environment that positioned Dassault as cultural institution, not vendor.
VIP Diplomatic Events
Exclusive reception at the French Embassy in Shanghai, premium invitation systems, bespoke collateral, and environmental branding designed for sovereign and diplomatic audiences.
CREATIVE DIRECTION
As Creative Director, I defined the overarching visual framework, directed execution across print, environmental, digital, and event channels, and coordinated with international stakeholders to ensure brand consistency across all touchpoints.
The crimson motif became the connective tissue — ensuring that a magazine spread in Beijing, an exhibition wall in Shanghai, and an embassy invitation in Paris all felt authored by the same logic.
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Shanghai Airport OOH
As Creative Director, I defined the overarching visual framework, directed execution across print, environmental, digital, and event channels, and coordinated with international stakeholders to ensure brand consistency across all touchpoints.
The crimson motif became the connective tissue — ensuring that a magazine spread in Beijing, an exhibition wall in Shanghai, and an embassy invitation in Paris all felt authored by the same logic.
Shanghai Airport OOH
Newspaper/Magazine Wraps
Tme Machine magazine ad
OUTCOME
The campaign reinforced Dassault's legacy in China and connected with Asia's most influential aviation decision-makers through disciplined design and premium experiences.
Within three years, there were 29 Falcon 7X jets in operation in China, making it the second-largest single market in the world — a measurable reflection of sustained brand presence and market confidence.
The campaign reinforced Dassault's legacy in China and connected with Asia's most influential aviation decision-makers through disciplined design and premium experiences.
Within three years, there were 29 Falcon 7X jets in operation in China, making it the second-largest single market in the world — a measurable reflection of sustained brand presence and market confidence.
FALCON ADVERTISING BEFORE MY TENURE
FALCON ADVERTISING ON MY WATCH
( PRODUCT BOOK FOR DASSAULT COMPETITION GULFSTREAM)
What Gulfstream Shows:
Literalism. Three-quarter views. Warm light. Utility-first language (“engineered to impress”).
Solid marketing — but emotionally neutral.
A catalog.
Literalism. Three-quarter views. Warm light. Utility-first language (“engineered to impress”).
Solid marketing — but emotionally neutral.
A catalog.
What Falcon Shows:
Ideology. A jet rendered as artifact.
Black backgrounds, painterly light, philosophical anchoring. A national signature embedded in form and tone.
A book designed not to explain, but to convince.
Ideology. A jet rendered as artifact.
Black backgrounds, painterly light, philosophical anchoring. A national signature embedded in form and tone.
A book designed not to explain, but to convince.
