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2009 Annual Design Review
Concepts
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Best of Category
FLYOVER
CHANNEL
WHEN YOU’RE 30,000 FEET ABOVE the earth, where are you exactly? Deep sleep? Oblivion? Your own private hell? Three ad agency designers devised a way to help flyers mentally inhabit a more pleasant place: the land underneath them. Their proposal is an open-source documentary film channel (viewed on a standard passenger seat screen) showing footage cued to views seen from the windows. “Terrain that seems barren and empty comes to life through facts, videos, and maps, helping eliminate the boredom of long flights,” claims the proposal booklet, full of gorgeous stills of oceans, buttes, and street views. The Flyover Channel would bring the traveler “from the the hidden fjords of Norway, to the bluegrass music of Appalachia, to the masala-scented cooking of Southern India.” It would mix original programming with videos submitted, rated, and curated by the public. Final content would be chosen by film professionals.
The jurors were captivated by this very realizable idea and by its transporting presentation. “It’s beautiful,” said Lindsay. “These are the ecosystems, cultures, and history that we’re going over as we fly.”
Adams found the proposal inspiring for its potential to inspire others. “This really ties you back into the planet, to the geography of travel,” she said. “I suspect that aerial views—as first noticed by pilots—were a powerful part of the environmental movement. When we jump scales we can see the huge impact made by a small activity.”
The educational adventure would also relieve stress, the jurors decided. “This takes your awareness outside the plane and away from your desperation,” Adams said. “You’re engaged and you’re learning something.” Lindsay added, “It creates a feeling of control. You know where you are.”
Design R/GA (New York): Jill Nussbaum, Ian Spalter, creative directors; Cesar Marchetti, senior visual designer
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