Overview

Jordi worked with Dallas-based luxury airline JSX to create an LGBTQ+ inclusive commercial worthy of celebration for pride month. The cast included actors representing the various LGBTQA+ communities through a series of interconnected lifestyle vignettes to convey an authentic and organic portrayal of the airline and the customers they serve.

Challenges & Approach

Similar to working with hospitality brands, working with an airline is challenging because there's no option to shut down operations for a shoot. The shoot has to work around the brand's customers. For this project, Jordi and his crew had limited access to JSX's Burbank hangar. The team had to adjust the schedule on a rolling basis, depending on when flights arrived and left. In order to stay agile, Jordi decided to work with a small crew and to shoot most of the project either hand-held or on an easy rig. At the same time, he worked with his DP (Brent Barbano) to select a camera package (Alexa Mini + Zeiss Supreme Radiance Prime Lenses) that lent to the minimalist approach.

The result

The final piece was a light, carefree and joyful montage, communicating not only the spirit of Pride, but the essence of the airline as well.