WSJ The Trust x JetBlue

4th District mini treatment

Travel is one of the great pleasures and adventures of the human experience. Exploring the world around us often helps us to find something within ourselves. JetBlue’s elevated first class experience ensures that every trip, whether for work or for leisure, is a rejuvenating and relaxing event that brings us back to the best of travel.

It is no accident that JetBlue is the standard of premium domestic airlines. Methodical design philosophy, invisible labor, and dedicated time investment are the unsung pillars of JetBlue’s seamless experience. In this piece, we want to highlight the care that lives within JetBlue’s first class ecosystem. This piece will be a visual meditation driven by calming, polished, and informational visuals. Thank you for your trust; we can’t wait to work.

  • Joshua Pei and the 4th District Team

INTRO

Our vision for this piece is to inform audiences on the deeply intentional design of the BlueFirst experience, while also immersing them in a soothing visual landscape that mirrors the relaxing quality of the actual experience. The visual quality, sound design, and pacing should feel sleek and sophisticated, but grounded in educating rather than a purely commercial feel.

We want to harness the passion and effort that the real designers put into their work to connect with audiences and humanize the flight experience beyond what’s visible from the cabin alone. As the designers share their ideation and design process, the cabin feels more and more like a lived-in manifestation of the JetBlue team’s thoughtful craft.

Ultimately, we hope viewers walk away with a greater appreciation for the hard work that is required to deliver an exceptional experience. And with a stronger curiosity to live that exceptional experience for themselves.

Approach

Visuals

We imagine this piece utilizing elements of elevated documentary style to capture the designers and engineers in a humanistic way, while also flipping between dynamic product-like shots and artistic motion graphics assets.

In order to emphasize the polished design of elements in the BlueFirst cabin, we hope to use lighting cues to highlight the textures and contours of various seat and cabin elements. If we’re able to isolate the seat or other elements, we can shoot in a studio environment to create dynamic lighting effects. When shooting in the real plane cabin, we could rely on the lighting design and dynamic shifts that the crew would transition through during a real flight. 

Thank you.

Thanks for your consideration for this project—we look forward to further exploring and developing this story.