Frontier Airlines
As part of a partnership between , Relevant Youth and the global travel ad agency MMGY, I was part of a project to create and present a “voluntourism” campaign to Frontier Airlines. As the team’s art director, I helped concept the big idea as well as smaller executions of our campaign, which included an influencer marketing campaign, TikTok executions, experiential engagements, out-of-home ads, press boxes and merchandise, and an in-app reward experience.
Pulling inspiration from vintage trail patch designs, yet keeping things funky (just like Frontier is), I created these brand marks to signify what our campaign’s visual tone of “aspirational, nostalgic wanderlust.”
ownable opportunnity
Frontier is a green and affordable airline that can safely transport everyone to the destinations they need to go to support their voluntourism efforts. We call these our “Advocacy Adventurists,” made up of Gen Z, who are digital natives, individualists, and social advocates.
audience mindset
70% of survey respondents feel pressured to be on their phone while traveling to keep their social media accounts updated: “I’m always on my phone. I honestly feel kind of guilty about it...I want to be hands-on I’m just not sure where to start.”
big idea: airplane mode
When you fly with us, airplane mode goes on. We’re inspiring our travelers to disconnect virtually and turn words into action. Let us take you toward actively making a change beyond the comfort of your devices. This time we’re not doing it for the Gram, we’re doing it for others.
To kick off our campaign activations, murals will be placed in urban centers across the US to get people talking about the campaign. Online, users can use the interactive map to match their interests with an AI-generated custom itinerary. Build-your-own-adventure at its best.
As for the press box, these decomposable “Off the Grid Kits,” which also function as planters and contain herb growing kits, encourage influencers to think about sustainability, while also inviting them and their followers to join “The Unplug Club.” Inside, they will find an herb growing kit, trail mix, patches, and most importantly, a boarding pass. This pass will take 10 content creators on a social-media free weekend in Rocky Mountain National Park, where they will be partaking in trail repair and river conservation projects. Without any posts, stories, or cell service, this M.I.A getaway will build anticipation with their followers, so when they finally return to their platforms, they’ll promote how Frontier can turn you from tourist to Frontourist: someone who doesn’t just talk about change, but acts on it.
Pre-concepting Moodboards
(photos and graphics are not my own)
