ALL THE THINGS
ALL THE TIME
GRIFFIN CUMELLA
ALL ON YELLOW
ALL ON
YELLOW
Spirit Airlines
Spirit Airlines
If you cant be the
best, be unforgettable.
Bet it ALL ON YELLOW
Griffin Cumella
Insight:
Life’s too short for predictable travel. Spirit’s chaos is the adventure people secretly crave.
Intent:
Rebuild Spirit from bankruptcy by embracing its flaws and rebranding them as its greatest strength.
Strategy:
Instead of hiding Spirit’s rough edges, we brand them as the experience itself. Using a bold casino-inspired identity built for modern outlaws and story-seekers, we transform Spirit’s unpredictability into the reason people choose to fly.
Roles:
High Flyer, Creative Direction, Strategy, Art Direction
Tools:
Adobe Photoshop, After Effects, Illustrator, Freepik Ai
If you can't be the best,
be UNFORGETTABLE
And bet it
ALL ON YELLOW
griffin cumella
insight:
We all know a song but
don't know the words
intent:
market play doh to an adult audience, and encourage play
strategy:
elevate play-doh with a falsely premium tone, masking simplicity with sarcasm to draw attention from adults. by dressing offering doh. as a solution we reveal that what most adults are actually missing isn’t productivity or prestige, but permission to reconnect with childhood,
and return to play.
roles:
creative strategy, art director, major play advocate
tools:
Freepik AI, Illustration,
Adobe Illustrator,
Adobe Premiere pro
Nobody Remembers A Normal Flight
Nobody Remembers
A Normal Flight
All On Yellow is a way of embracing chaos and enjoying the ride
All On Yellow is a way of
embracing Spirit's chaos.
An Adventure Before Takeoff
An Adventure
Before Takeoff
Because your experience with Spirit is bound to be memorable
Because your experience with
Spirit is bound to be memorable
Celebrate What Gave Us Spirit
A zine that embraces our past and laughs with you as we fly forward.
