Responses by James Rosene, creative director, EraserFarm
Background: This poster and print series for LJS Aviation was created to honor female pioneers in aviation as a celebration for Women’s History Month. It was targeted towards commercial airline manufacturers and builders and C-level employees in the aviation and transportation safety industry. The campaign also included organic social posts featuring these amazing female aviators who flew into history.
Reasoning: We wanted to create a visual solution that was not only both dynamic and captivating, but also relevant to the field and subject matter. The goal was to create a balance between old, weathered fuselage backgrounds and historic imagery for an ownable look.
Challenges: The hardest part of this assignment was choosing which women to feature. There are so many wonderful female pioneers that helped shape aviation history. We could have done 30 of these print ads if we wanted to. Also, we needed to greatly simplify the visuals and messaging for social, but both the agency and client were pleased with how those turned out.
Favorite details: The attention to detail in how the headlines were crafted and the integration of the images into the metal backgrounds of planes really came off nicely. The backgrounds lend themselves well to housing images in a variety of ways based on what background we used.
Specific demands: Originally, the assignment began as a social one. One where the client was asking for posts throughout the month on many different subjects. After reviewing and discussing internally, we felt it would be stronger for LJS Aviation to pay tribute to female aviators in history given that it was Women’s History Month. And since LJS Aviation is also a women-owned business, we felt this was a strong tie to LJS Aviation as well.
Anything new: It’s truly impressive to see so many feats of bravery and determination performed by so many women around the world so long ago. Thinking how aircraft safety back then wasn’t, shall we say, the best, it is astonishing that these women risked so much for their love of flying and their commitment to inspiring others. Unfortunately, we also learned that many of these women did perish in aviation accidents.