CREATIVITY Editor’s Pick: JetBlue – “Fly Babies”

Over the past two weeks we had the pleasure of working with the team at MullenLowe on JetBlue “Fly Babies”. A heartwarming Mother’s Day piece, Fly Babies rewards understanding passengers onboard a cross-continental flight with discounted tickets every time a baby on board cries.
At Storefront, composers James Beer and Christian Almiron collaborated on a score that assisted in telling the story of Fly Babies without being emotionally persuasive. The goal was to create something that allowed for the emotional response to the story to come, not from sweeping orchestration that pulled at the heart strings, but from the story itself. The result is a sparse piece of music that subtly highlights the action and gently moves the story forward.

Now out in the world, Fly Babies is getting some recognition from AdWeek, Creativity, and more!