JetBlue Airways

The studio launched in a fast-moving environment, with ADPTD required to assess the situation quickly, understand the team’s structure and working practices and take operational ownership from the outset. As the engagement developed, the scope of work expanded considerably.

What began as digital production grew to encompass print, product design (inflight menus and new aircraft liveries), email campaigns, DOOH, animation, loyalty explainer video and partnerships with major US sports organisations and financial institutions in the US and South America. European route expansion planning brought additional strategic review work alongside the production demands. Throughout, the studio needed to absorb urgent briefs without disrupting work already in progress, maintain consistent quality and keep multiple stakeholder groups aligned.

ADPTD designed the studio’s operational framework from the ground up: ownership structures, briefing processes, prioritisation protocols, feedback loops and approval workflows. The goal was a system that could handle high volume without sacrificing quality and flex under pressure without losing clarity.

As well as a Production Director to lead the studio, ADPTD supplied specialist resources to supplement illustration, design and animation needs. The model was deliberately lean, designed to embed deeply within the client’s team and their ways of working rather than operating as a separate external unit.

ADPTD led production across the full scope of the studio’s output. Digital formats, social, email, DOOH and animation were handled within the core team. DCO campaigns needed precise setup, testing and maintenance throughout. Print and product briefs, including aircraft livery and inflight collateral, were managed with the same structured approach as every other discipline.

Partnership campaigns with US sports organisations and financial institutions brought their own brand compliance, approval and localisation requirements. Strategic reviews for European route expansion required a different kind of thinking alongside the production work. ADPTD maintained close collaboration across all stakeholder groups to ensure delivery remained reliable, consistent and on time.

Running a hybrid studio across three groups in multiple time zones required clear, consistent communication and proactive problem-solving. ADPTD maintained alignment between the ADPTD team, the Omnicom account team and JetBlue’s internal creative and marketing stakeholders, ensuring that priorities were visible, briefs were well-constructed and that no gap between groups became a bottleneck. As the engagement matured, ADPTD also supported the assessment and onboarding of new internal creative hires at JetBlue.

In the months before the engagement concluded, ADPTD developed a suite of operational documentation as a deliberate act of care for the team and the work they would continue independently. The documentation covered team structure and capabilities, demand visibility across the organisation, briefing and prioritisation practices, roles and responsibilities, copy and content workflows and onboarding guidance. Each document was reviewed and refined with the JetBlue team before handover.