Eugene Torres
ACD Copywriter
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JetBlue: Shades Up

My partner and I were asked to show people all the places they can fly on JetBlue without ever having them leave the ground. So we came up with Shades Up, an execution we took from concept to activation (we were there on the ground hyping it up to passersby) to digital extension. 

JetBlue Shades Up

JetBlue was introducing new routes out of Fort Lauderdale. My then art director, Kyle Johnson, and I were tasked with coming up with a big experience on the ground that showed Ft. Lauderdalians all the places they could now fly. So we threw the Shades Up with a digital and physical installation that we took from concept to activation — we were even there on the ground hyping it up to passersby — to digital extension.