New York, NY (July 18, 2008)–Airline jetBlue turned to original music/sound design/licensing house Expansion Team to brand the launch of the new ‘jetBlue features,’ including a revamped in-flight premium movie service.
The company and its creative director/founder Alex Moulton selected new voiceover talent, wrote original music and created sound design that would not only accompany the on-screen visuals that greet passengers and guide them through their entertainment options, but also serve as an audio identity for the jetBlue brand.
“When it comes to dream jobs, creating the audio for jetBlue’s in-flight entertainment system was at the top of our list,” said Expansion Team’s creative director Alex Moulton. Moulton wrote and produced 10 music tracks, which accompany the visuals created by New York design studio Bombastic. The pieces mirror the experiential and emotional arc of the flight and appear as interstitials, bumpers and during the on-screen instructions to access the movies on ‘jetBlue features.’
Before composing the music, Moulton flew jetBlue cross-country twice. He prepared a written analysis of the customer experience, the technical aspects of the entertainment system, evaluated different headphones, and generated custom EQ settings for audio mixing that took into account the engine and cabin noise.
“My approach was to think of these songs like an album for jetBlue. Each piece is different but they share a similar aesthetic and instrumentation that we collectively decided was the right sound for the brand,” explained Moulton. “One of the most important considerations was to keep in mind the ‘jetting’ experience. Getting through an airport these days can be so hectic that I wanted to ease passengers into their flight and allow them to relax, so we start with a lighter approach and ramp up the energy as the flight progresses, then bring it back down at the end.”