United Polaris stressed they wanted to emphasize the premium & posh luxurious experience of flying first-class, especially on Polaris. Under Anna’s creative direction we settled on bright constellations (present in the Polaris brand language) to be used as a device to denote the experience of opulent leisure travel.

Frames

Some frames of the spot, a dipytch between premium constellations and footage tied together with the voice-over to spell out the Premium experience of flying with Polaris.

Process

Various constellations, star patterns and type treatments were explored under Ana’s creative purview.

Here’s a screenshot of some iterations for the letterform A, treated with different star constellations and letterforms. We did dozens of these treatments for each letterform used in the spot.

Constellation + Letterforms

Just a few more process stills and iterative designs, perhaps one could glean some understanding of the design process and the choices that were made during the course of this project. Design is important and I’m glad we were afforded the time to properly refine the elements that were to be used in the spot.