Objective
Blue Air is a Romanian airline that takes great joy in connecting the world to Romanians while staying a wingspan ahead of its competitors. Founded in 2004, the country's only 100% privately owned airliner goes above and beyond to create safe, comfortable flight experiences for all passengers. We came on board to help share Blue Air's devotion to customer service and experience and its deep roots in modern aviation history.
Solution
When researching the storytelling opportunities for Blue Air, we started to ask what it took to get an airplane off the ground. The results pointed to a two-pronged approach that represented Blue Air's relentless pursuit of customer service and their country's remarkable pioneering spirit. It turns out that Romania has deep connections to aviation history, and one of its inventors discovered the "Coandă Effect," a principle of fluid dynamics that has great applications in aviation. Essentially, this dynamic allows a plane's ability to reach aerodynamic lift. We relied on lift as a central theme in our photography, videography, and scriptwriting. Lift was symbolic not just of a plane striving to reach for the sky, but of a uniquely Romanian journey that connects travelers to destinations throughout Europe. What resulted was a universally human narrative journey of a family ready to take flight and the airline ready to get them to their destination.
