Long recognized as an aerospace pioneer, Lockheed was determined to win the largest contract in history. Doing so meant transforming its reputation for heritage into innovation leadership capable of delivering the future.
The goal was to authentically convince the Air Force customer, Congress, the public and International audiences, that it was the only possible choice to lead this unprecedented technological leap forward. To bring this accurate perception to life, we created a three-year “The Spirit of Flight" Hero's Journey all-media campaign.
The campaign was comprised of special effect films, technical videos, product photography, traveling exhibitions and events and specially created visions of the future, along with a strategic storytelling treatment of the competitive proposal itself. Its message appeal was undeniable. Lockheed won the contract, redefined the way the industry communicates, and its success led it to become the largest defense contractor the world.