Signature Aviation (writer/creative director)

Signature Aviation

F1 CAMPAIGN CREATION//DITIAL// SOCIAL

Signature Aviation is the largest private airplane terminal in the world with more than 200 locations. They’re a massive company but with little brand awareness outside the aviation industry. That shifted in 2023.

Knowing their international, affluent audience has an eye for the racetrack, Signature reached out to me to build a creative team and create a campaign around the four North American F1 races of the 2023 season — Miami, Austin, Montreal, and Las Vegas. We created a social (paid and organic) and digital campaign along with email and a microsite.

CLIENT: Signature Aviation
AGENCY: Lovely Days Creative
WRITER/CREATIVE DIRECTOR: Drew Grossman
ART DIRECTOR (roller bags): Robert Buber
ART DIRECTOR (posters): Yusri Martin
ART DIRECTOR (digital + email): Dallas Ford
MOTION DESIGN: Matt Lepley
SIGNATURE LEADS: Jeff Penson, Kevin Stanley, Deborah Anglero

Poster series

We created a series of posters inspired by vintage Grand Prix art done by British artist Michael Turner in the 60s and 70s. These were shared on Signature’s social channels throughout the 2023 race season.

Roller bag series

For each race location we created a custom roller bag. After creating bags for races in Austin, Las Vegas, and Montreal - Signature asked us to extend the campaign beyond F1 and create a custom roller bag for the NBAA-BACE aviation trade show in Las Vegas.

Digital campaign

Paid digital ads were running on FlightAware.com. We know this aviation audience is generally familiar with Signature, even if they’re not used to see advertising. The ads were running in the days leading up to the race in each location. The goal was brand affinity.

Jeff Penson, Director of Marketing, Signature Aviation

“Working with Drew was an absolute pleasure. His understanding of the business and seamless collaboration resulted in outstanding marketing initiatives that truly exceeded our expectations.”