Taking unique aspects of each RTB, we created illustrative 3D typography that appears as though it's actually interacting with the physical space of the airplane. For instance, the headline "Legs, Meet Room" doesn't just say that JetBlue has the most legroom in coach, it humorously and beautifully demonstrates it by sitting directly in the airplane seat and stretching out its "legs". Across all executions, lighting, spatial orientation and design work together to create life-like and personality-driven communication reinforcing why JetBlue is here to change the game of transatlantic travel and bring a long awaited smile to transatlantic traveler's faces.