LUXAIR DELIVERY
Embraer Commercial Aviation 2025 - Video.
Creative Direction · Concept Development · Scriptwriting ·
Art Direction · Storytelling · Film Direction
Credits:
Creative Direction & Concept — Leandro Dourado + André Machado
Storytelling & Script — Leandro Dourado
Art Direction — Leandro Dourado
Artwork Development — Leandro Dourado + Digital.Ws
Artwork Execution — Quintana
Film Production — Shindi Kavamukai + GPM
Editing — Shindi Kavamukai
Event Delivery Production - Maria Luciana + Netza
BRIEFING
At Embraer, aircraft delivery ceremonies are designed to be more than a formal handover. They are highly personalized celebrations that bring together the customer, Embraer teams and key people involved in the campaign, creating a moment that marks the beginning of a new partnership.
Luxair already operated aircraft from previous E-Jet families, but the E2 was the newest addition to its fleet and the focus of this campaign. Once the deal was closed, our mission was to find a way to tell the story behind the campaign and the connection between the two companies.
During the brainstorming, we revisited a story that had started much earlier: the CEO's personal style and passion for music, particularly his love for Metallica. That became the starting point for the creative concept.
THE CONNECTION
For Luxair, that story had actually started years before the delivery.
During an early conversation between an Embraer salesperson and Luxair's CEO, a particular artwork caught their attention: a graffiti-style painting displayed in his office featuring a line from Metallica's “Don't Stop for Nothing.”
The artwork inspired a request for a special aircraft livery. A miniature model featuring the design was created and presented to the CEO, who liked it so much that he eventually took it home.
Instead of recreating the original artwork, I wanted to explore what the story represented: the connection between music, art and the people who create an aircraft. An aircraft may be a highly engineered product, but it is ultimately shaped by people, which means their backgrounds, passions, references and personal experiences.
This led to the central idea that art can be found throughout the process of creating an aircraft, from the people who build it to the details that give the final product its identity. Which also gave me space to mention that the newest product was, after all, a "state-of-the-art" one.
CONCEPT
To bring the concept to life, I looked for people within Embraer whose personal passions reflected this connection between art and aviation.
For instance, one of them was an employee who is also a musician and part of a band. His passion for music became part of the story, and he was invited to perform live during the delivery ceremony — including Metallica songs. Which was important for the connection.
Another key character was an aircraft painter known within the company for his artistic work, including murals throughout the factory environment. His role became particularly meaningful: he would create a physical artwork piece, painting the Luxair–Embraer partnership, bringing together elements from both companies and the history of the campaign.
In the video, the storytelling introduces the people behind the Luxair's campaign and their personal connection with the product, art and music. In parallel, the audience sees the o artwork taking shape without immediately understanding what it will become. Also the employee with a guitar, that later on would appear there live. The reveal came during the ceremony itself: the employee featured in the film performed live with his band, while the finished artwork was presented as a physical piece to Luxair's CEO.
The video was a combination of a speech in a concept-script (written by me) + spontaneous answers made by key questions. But the film, the live performance and the artwork therefore became parts of the same experience rather than separate elements of the delivery. All conceived together with the event team, of course.
ART/VISUAL DIRECTION
The artwork needed to feel personal and authentic while also carrying the visual language of the story.
I worked with our Brazilian agency to develop the composition and define the visual direction, researching references from graffiti and contemporary urban art that resembled with that first artwork. Meanwhile, incorporating elements connected to both companies, their partnership history.
The artwork brought together:
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Luxair and Embraer's visual identity and colors
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Luxembourg and Brazilian references
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Elements of the history of the partnership. such as: previous Luxair aircraft, the new acquisition (E2)
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References to the original graffiti artwork
To the final bridge in the concept, I adapted the original Metallica reference into a line connected directly to the new aircraft and the original artwork referenced:
“Don't Stop for Nothing. It's E2 or Nothing.”
Once the artwork was defined, it was handed to the aircraft painter, who transferred the composition by hand, turning the designed concept into a physical piece of art.
This process allowed the final artwork to retain a genuine handcrafted quality while maintaining a clear creative direction and connection to the overall story.
OUTCOME
The project transformed a customer delivery into a personal story that connected years of relationship-building with the celebration of a new chapter.
Following the ceremony, the CEO personally reached out to thank me and share how emotionally meaningful the experience had been.
For me, the project demonstrated the power of creative storytelling. How it can turn a product delivery into a memorable brand experience — using real people, real history and meaningful cultural connections rather than simply showcasing the aircraft.
