MEXICANA DELIVERY
Embraer Commercial Aviation 2025 - Video.
Creative Direction · Concept Development · Scriptwriting · Art Direction · Storytelling
Credits:
Creative Direction & Concept — Leandro Dourado
Script & Storytelling — Leandro Dourado
Film Direction — Leandro Dourado
Production — GPM
Director of Photography — Shindi Kavamukai
Editing — Shindi Kavamukai + Digital.Ws
Animation + 3D renders - Digital.Ws
Executive / Creative Approval — Embraer Comercial Aviation
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.
For a first delivery, the opportunity is even greater: to create a story that connects both companies and gives the ceremony a distinctive identity.
For Mexicana's first E195-E2 delivery, the challenge was to find a meaningful connection between the two brands and translate it into a film that would introduce the aircraft before its official handover.
IDEA
Both companies shared a strong Latin identity, with a warm and people-centered culture. But I wanted to find a more specific symbol that could connect their stories.
The answer was already present in both brands: the eagle.
On Embraer's side, the aircraft being delivered featured the Tech Eagle livery — a visual identity inspired by the eagle. On Mexicana's side, the eagle is a central symbol of the brand and carries a deep connection to Mexican identity and heritage.This became the foundation for the concept:
Two companies. One symbol. A new chapter.
Rather than simply presenting the aircraft or the two companies, the film used the eagle as a symbolic bridge between them.
CONCEPT
The film explores the eagle as a symbol across different contexts — representing strength, freedom, identity and the beginning of new journeys.
The narrative gradually moves from the universal symbolism of the eagle toward its cultural significance in Mexico, creating a connection with the country's identity and history.
From there, the story arrives at the two companies and the aircraft itself, positioning the eagle as a symbol of the connection between Embraer, Mexicana and the new E195-E2.
The goal was to make the delivery feel like more than the arrival of an aircraft. It was about the beginning of a new chapter between two organizations with a shared cultural connection.
CREATIVE DIRECTION
My part included developing the eagle concept, defining the storytelling approach, writing the script, approving it, researching visual references, briefing the agency on the animation style and guiding the creative execution/editing through the final film. Always with the support and feedback of my colleagues, of course.
For the visual direction specifically and references for the handcrafted animation, I also wanted the culture mix translated. As we were talking about a heritage/historical symbol, the design research went on traditional Aztec imagery. But rather than relying solely on it - which could easily become stereotypical - I looked for a more nuanced visual dialogue between the two cultures. The Brazilian cordel illustration was added, particularly its distinctive woodcut-inspired style, and found a natural visual connection with traditional Mexican and Aztec-inspired graphic elements.
This led to a visual language that sits somewhere between the two — combining characteristics of both illustration styles and, of course, Mexicana colour pallet. The same approach was carried into the overall concept, allowing the cultural mix between the two countries to become part of the storytelling itself, rather than simply an aesthetic reference.
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OUTCOME
The film became one of the highlights of the delivery ceremony, receiving strong praise from both Embraer and Mexicana teams.
During the ceremony, a representative of the Mexican delegation personally approached me to share how emotionally impactful the film had been and asked for permission to use it again during the aircraft's arrival and reception in Mexico, at a subsequent ceremony where the film was intended to be presented to the country's president.
Beyond its role in the original delivery ceremony, the request demonstrated that the concept had successfully moved beyond a corporate communication piece and created an emotional connection with the customer — which is my personal goal.
The film went to Embraer's Youtube channel, which is not usual. Now surpassing 200k views, it can still be found and has lots of positive comments from Brazilian and Mexican audiences. Which proves the narrative as well received.