It is true that not all heroes wear capes. Often times they wear hi-visibility vests and hard hats!

For this project I worked with the construction team working the Seattle-Tacoma International Airport’s (recently completed) North Satellite Modernization Project. We wanted to come up with a campaign that would fulfill several different objectives for the traveling public:

• Humanize the people who work at the airport and are construction the new modern facility
• Fill up the massive amount of construction barricades, but were modular enough that they could be moved, since we couldn’t do a full wrap, which is what we would do normally
• Give the passengers passing through the facility a bit of whimsy and humor

We did this by designing an entire series 4 foot by 8 foot of profiles of some of the actual people who work at the airport. We found employees who would have their photos taken and we came up with several funny poses and saying that each person would repeat, I art directed the photo shoot, worked with the subject to get what we needed, and completed the layout. It was a successful project that added levity to the public as they navigated an active construction site.

Raw Photos

Final Campaign Designs