Airlab / Airstream

THE OVERVIEW

AIRLAB launched as Airstream’s creative platform, giving artists space to experiment beyond the pressures of constant output. Fly Free introduced that idea through a butterfly-filled Airstream, followed by artist residencies that documented the process of making. The channel has grown to 25K followers since April with limited paid support, and eight artists have been captured so far, with residency content rolling out through March.

THE STRATEGY

Translate AIRLAB’s creative platform into a launch film and a sustained artist program. Fly Free combined 300 live butterflies, practical lighting and plant-generated sound in a two-day shoot, with previsualization and compositing creating the floating Airstream. AIR extended the idea through residencies: artists pursued their own projects while process films, short-form edits and supporting imagery documented how the work took shape.

MY ROLE

SVP, Creative Production & Influencer Partnerships · Movement Strategy

Partnered with the Group Creative Director on launch strategy and film ideation. Oversaw production of the VFX-heavy launch film and post-produced it, curated the artists and creators, and steered post-production across the two residency campaigns.