Role
Creative direction · Photography art direction
Client
NetJets
Project type
Global advertising campaign (Europe, USA, China)
Context
As in-house Head of Design at NetJets, I led the creative direction and visual system for a global advertising
platform developed to reinforce the brand’s leadership in private aviation across business and leisure travel.
The campaign articulated NetJets’ core positioning pillars — scale, reliability, safety, convenience, access and
innovation — through a bold, confident, and contemporary visual language tailored to HNWI and UHNWI audiences.
Approach
Defined a unified visual and photographic system designed to perform consistently across culturally diverse
markets while maintaining a single, authoritative brand voice. The direction balanced aspiration with clarity,
ensuring the work could scale across regions, formats, and languages without losing impact or elegance.
I established comprehensive style guidelines, directed photography and layout, and oversaw execution through a
phased global rollout.
Deliverables
A fully integrated, multi-platform campaign including print advertising in leading international publications
(The Wall Street Journal, Financial Times, Il Sole 24 Ore, Le Figaro,
Handelsblatt, Vedomosti), digital display advertising, and supporting website content —
translated and deployed in 8+ languages worldwide.
Delivery team
Copy — Jeremy Dubert · Photography — Thomas Heinser · Designers — Rob Smith, Derek Smith
Key outcome: A globally scaled, multilingual campaign across the US, Europe, and China, delivering a 15% increase in qualified leads.
