Home - A Winter Campaign for VistaJet
Summary
In September 2025, I developed Home, an independent campaign concept for VistaJet, exploring how private aviation could move beyond service features to focus on what truly matters: presence. The work reframes luxury travel as the quiet bridge between distance and connection.
Built around three journeys across three continents, Home captures the unspoken human moments that define meaningful travel. No dialogue or grand gestures, instead a focus on the anticipation of return, and the warmth of arrival.
Client
VistaJet (Spec Work)
Commissions
Creative Direction
Brand Strategy
Campaign Concept
Creative Treatment
Art Direction
Copywriting
The Concept
Private aviation marketing typically focuses on the predictable: fleet specifications, service features, seamless logistics. It’s functional, forgettable, and entirely misses why people actually fly privately. The real luxury isn’t the aircraft, but being where you need to be, when it matters most.
Home was designed to distinguish VistaJet by focusing on the human truth at the centre of every journey: presence. The campaign follows three stories across Kyoto, Dubai, and Los Angeles – each character far from the people who matter, each journey closing that distance. There’s no dialogue, no overt product demonstration. Just observational cinematography set to Hugh Klein’s Quand C’est Mou. VistaJet isn’t the hero of the story – it’s quietly there, never the focus, but always the bridge that made the moment possible.
I designed it to be modular: a hero film that could break into social cutdowns, stills for editorial, adaptable messaging across markets and seasons. Culturally flexible for a winter in Europe, or shifted for other regions. And built to return year after year without losing its tone. The work felt right for where VistaJet sits, understanding what their members actually value.
The Treatment
This proposal was shared with VistaJet’s brand team in September 2025. The thinking behind Home reflects my approach to working with brands in quiet luxury, sport, automotive, and culture – where the work should feel as considered as the service itself.
