CREATIVE BRIEF

JSX, a semi-private air carrier based in Dallas, Texas, tapped us as their Agency of Record in 2024 to elevate brand awareness and drive bookings across key markets. The challenge: establish a distinctive brand presence in a crowded travel space while delivering a premium, approachable message to travelers looking for an efficient, hassle-free travel experience. Our scope included full creative direction across every consumer touchpoint—from paid media and organic content to real-world experiences.

CREATIVE SOLUTION

We led the creative strategy and execution for This Is How I Fly—a bold, multi-channel brand refresh introducing JSX as the smarter, smoother way to fly. In close partnership with JSX, we rolled out a fully integrated campaign across paid and organic social, website, print, event signage, OOH, activations, and programmatic media. Our creative direction centered on a simple truth: JSX isn’t just an airline—it’s a hop-on jet service that delivers all the best parts of flying (freedom, adventure, convenience) without the worst (lines, crowds, chaos).

We built a cohesive visual and messaging system that balanced elevated simplicity with a fresh, disruptive energy—mirroring the experience of flying JSX. The tagline This Is How I Fly became more than a line; it was a declaration, an attitude, and a shared identity for a new class of traveler. Designed for the positive, curious, experience-obsessed flier, this campaign redefined what modern air travel could feel like—distinct, efficient, and just a little bit brag-worthy.

Designer: Hannah Huszar
Art Director: Kevin Yurasovich
Copywriter: Benjy Joung
Motion Designer: Luis Cuenca