“Tis the season to be jolly! And what could be jollier than your favorite holiday characters reenacting the infamous Bags Fly Free ® Commercial, complete with exposed bellies? The Southwest Airlines Creative Services Team (Sonia Avila, Eric Daniels, Quyen Dong, Trent Duran, and John Jones) had a jolly good time creating this animated holiday greeting for our Customers to remind them that we give the gift of two free checked bags all year round. The Team began the process by brainstorming ideas, and the concept developed pretty quickly. We are all big fans of the commercial that featured Southwest Employees “exposing” the fact that Bags Fly Free ® on Southwest Airlines by lifting up their shirts to reveal the motto emblazoned across their midriffs. The Employees perfectly embody the Southwest Way--having a Servant’s Heart, a Warrior Spirit, and a FUN-luving attitude—and we were looking to convey that in an animated greeting that would also include a holiday theme and message. Storyboard In order to match the commercial, first order of business was to layout a storyboard and pinpoint the most iconic scenes and moments. Once the storyboard was agreed upon, Eric and Quyen began illustrating the holiday characters. Each illustration included a front, rear, and side view so that we could recreate each shot in the commercial. We wanted to include a depiction of each of the holidays that are celebrated during this magical time of the year. Quyen's Illustration Eric's Illustration Once the character illustrations were complete, Trent and John helmed the animation based on the action in the commercial: the various characters running to get in position for the big reveal, the Scrooge passenger on a competitor’s airline staring in disbelief at the FUN-luving, and finally zooming in on the proudly displayed messages on the tummies of our holiday friends. Animation on a Timeline The Creative Services Team knows the value that the Bags Fly Free ® initiative brings to our Customers year-round, and we think the message works well as part of our holiday greeting. Combined with our low fares and excellent Customer Service, Bags Fly Free ® is sure to make your holiday season brighter, while keeping a little extra cash in your stocking! Happy Holidays from all of us at Southwest Airlines!
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The Creative Services Department at Southwest Airlines was recently tasked with the opportunity to create a t-shirt design commemorating the opening of the Newark Station. Southwest Employees know that t-shirts play a significant role when celebrating our Company’s spirited culture. Naturally, our Team was very excited to take on the project. But who would be the lucky Designer to have their design emblazoned on the timeless tee? It was settled: time for a DESIGN-OFF! The Creative Services Department knows how to handle competition, even when we are competing with each other. When the stakes are high, and we all want to show our stuff on a high-profile product, we have a Design-Off to determine the winner. The process begins when a Client submits a creative brief to our Team. The information in the creative brief is crucial to figuring out the design puzzle, and many times we will have additional questions for the Client to ensure we are on the same page. Creative Services will then brainstorm for no longer than one hour. Once we have decided on the basic theme/message/look of the communication piece, we go back to our respective drawing boards (computers and sketchpads) to execute our newly-developed concepts. This next part is top-secret and magical, so it will be redacted. *POOF!* The designs are born and ready to be presented to the Client who decides the fate of each mock-up. With that, the Design-Off concludes. The five t-shirt designs below were submitted to the Culture Committee, and a winning design was chosen. Can you guess the victor? Hint: it totally ROCKS! A. B. C. D. E. Leave your guess in the comments section below!
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