(New York City, New York--July 17, 2008) Launching a revamped in-flight premium movie service, airline jetBlue turned to original music/sound design/licensing house Expansion Team to brand the launch of the new 'jetBlue features.'
The company and its creative director/founder Alex Moulton selected new voiceover talent, wrote original music and created sound design that would not only accompany the on-screen visuals that greet passengers and guide them through their entertainment options, but also serve as an audio identity for the jetBlue brand.
''When it comes to dream jobs, creating the audio for jetBlue's in-flight entertainment system was at the top of our list,'' said Expansion Team’s creative director Alex Moulton. ''I fly jetBlue whenever possible, so I’m intimately familiar with the customer experience. They hold a very unique status in their market because they know who they are and who their audience is, which in turn allowed us be truly creative in our approach.''
Moulton wrote and produced ten music tracks, which accompany the visuals created by New York design studio Bombastic. The pieces mirror the experiential and emotional arc of the flight and appear as interstitials, bumpers and during the on-screen instructions to access the movies on ‘jetBlue features.’
''My approach was to think of these songs like an album for jetBlue. Each piece is different but they share a similar aesthetic and instrumentation that we collectively decided was the right sound for the brand,'' explained Moulton. ''One of the most important considerations was to keep in mind the ‘jetting’ experience. Getting through an airport these days can be so hectic that I wanted to ease passengers into their flight and allow them to relax, so we start with a lighter approach and ramp up the energy as the flight progresses, then bring it back down at the end.''
Before composing the music, Moulton flew jetBlue cross-country twice. He prepared a written analysis of the customer experience, the technical aspects of the entertainment system, evaluated different headphones, and generated custom EQ settings for audio mixing that took into account the engine and cabin noise.
Expansion Team Executive Producer April Jaffe noted that one of the reasons this project turned out so well was the early partnership between Expansion Team and Bombastic.
''Bombastic approached us to partner during the pitch phase because they recognized that a strong music component would help to support their bold design direction and present a full package,'' Jaffe said. “Presenting a unified solution made a difference in winning the account because jetBlue recognizes the role of audio as integral to their brand experience.''
About Expansion Team:
Expansion Team redefines how music can be created for today's media by building a bridge between the recording, TV, film and advertising industries. They know the importance of a successful brand message and focus on creating impassioned brand aficionados. Led by founder and creative director Alex Moulton and executive producer April Jaffe, Expansion Team is supported by an exceptional roster of talent; an international collective of award-winning producers, songwriters, DJs and remixers. Because they work in studios around the world, an additional network of top session players and vocalists have become part of their growing family. For more information check out: http://www.expansionteam.org
Web Resources:
Click here to see the new jetBlue in-flight branding:
http://www.expansionteam.org/website.php?id=p74
Click here to visit the Expansion Team website:
http://www.expansionteam.org
Click here for more info about jetBlue:
http://www.jetblue.com/about/
Creative Credits:
Client: jetBlue
Project: in-flight ID/branding package
Concept, Design & Animation: Bombastic, Inc., New York
Music/Sound Design/Audio Post: Expansion Team, New York
Creative Director/Composer: Alex Moulton
Executive Producer: April Jaffe
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