FLYR Video Series
Creative Lead, 2022
Eleven videos for an airline revenue platform, built in stages, each round funded by the reception of the last.
FLYR builds revenue management software for airlines. The product is genuinely complex, and the marketing problem was the usual one for deep B2B platforms: the people who need it most are the hardest to get in front of.
The strategy was straightforward: use video to build awareness of the company and the product. The execution started with one video. A two minute sizzle built to pull people in: 2D and 3D animation, particle effects, more showpiece than explainer. Its job was awareness, leaving you wanting a closer look at the platform. General purpose by design, ready to go wherever we needed it.
We made a single sizzle, one piece with the production value to carry the whole platform, and built to live anywhere: the website first, then our event booths.
The point of starting with one was that we didn’t yet know which formats and placements would do the most for that awareness. One general purpose asset let us find out before committing to more.
Frames from the sizzle: 2D, 3D, and particle work carrying one platform story.
The sizzle was well received, on the site and on the floor. So before making anything new, we went back into it and cut six short sequences for social, each about twenty seconds, each carrying one idea from the longer piece.
If the format failed, we’d have spent edit time, not production budget. It didn’t fail.
Six cuts, one idea each, all pulled from footage that already existed.
With the format proven twice, we invested in four new videos, one per product area: Revenue Management, Ancillary Revenue Management, Scheduling & Planning, and Leadership Insights. This time they were designed short from the get go, under forty seconds each, because by now we knew exactly where they’d live: bite sized posts in the feed, and the booth screens at events.
Nothing in this program was made on the assumption it would work. Each round was paid for by the round before it.
Four products, each under forty seconds, designed for the feed and the booth.
Every round of this program existed because the previous round earned it.
Directing it meant holding one visual system steady across an internal marketing team and two external animation studios, so that eleven videos made in three separate rounds read as one voice.
Script by FLYR’s Marketing Director. Animation by two external studios in After Effects. Creative direction and edit supervision by Kelly Musgrove.
