In 2020, the COVID-19 Pandemic brought travel to a halt. Once travel began opening up, JetBlue needed a social campaign to share their “Safety from the Ground Up” initiative, put into place to keep customers and crew members safe amid a global pandemic. My copywriter partner, Paola, and I came up with the concept of using illustrations based on a seat back card, similar to the in-flight information book on every JetBlue flight. This social media campaign lived mainly on JetBlue’s Instagram story, with weekly updates that were saved as a highlight. Facebook and Instagram in-feed posts were also used as well as paid components in both English and Spanish versions.

Copywriter: Paola Villatoro-Weir | Motion Designer: Jennifer Rodgers | Social Creative Director: Anne Love Field