Virgin America was launched during a recession in an increasingly price-sensitive industry. For those that had flown the airline, it was clear that Virgin America was a cut above. The inaugural campaign highlighted the design-forward experience of flying Virgin America and served to set them apart from the commodity market domestic air travel had become. We also began to explore and hone the brand’s tone and overall vibe, making sure to distinguish it from US carriers as well as it’s more expensive counterpart, Virgin Atlantic.



Writing: Craig Erickson / Photography: Robert Whitman



We convinced the city to let us moodlight bus shelters to match the planes. And, we were flattered that the Black Lips chose one of our wildpostings in NYC to co-opt as their own.