SheltAir

Sheltair, a leading FBO in Florida and on the east coast needed a new branding campaign to combat some negative feedback about their customer service. Along with making internal changes, a campaign was developed to highlight the sta! and amenities available to the pilots when they land. We flew to Florida and New York to shoot actual employees making the shapes of every letter of the alphabet numerous times. This gave us a large typeface to spell out part of the headline of every ad, keeping the focus on service. I art directed this, planned it with the photography team, and from a cherry picker I organized the team members into the fonts we were trying to create using a projector and a bullhorn for 8 hours a day.