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Subtle yet sophisticated is the way Los Angeles-based design/animation studio Royale describes its dynamic typography and animation work on this clever new brand spot for J. Walter Thompson New York client Jet Blue Airways. In both 30- and 60-second versions, it’s a harmonious combination of live action and typography that presents the idea that Jet Blue gives flyers more. Set to Electric Light Orchestra's classic song, “Mr. Blue Sky,” it opens with a swirl of 3-D animated, blue-hued clouds, sky and lines while a voiceover announces, '“Welcome aboard folks and we’d like to thank you for not flying and choosing to jet with Jet Blue.” The type and animation is subtle yet sophisticated and moves in a way that’s harmonious with the live action. The result is playful, but not cartoonish.
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