As the Creative Group Head on Jetstar I was responsible for the strategic and creative evolution of a brand that hadn’t really changed much in 10 years.


Jetstar has some of the most iconic brand assets in Australia. But the advertising was starting to date and it was important for the brand to keep looking fresh and appealing to make the airlines low prices still seem like high value.


I proposed and an evolution not revolution of the brand, including a new international shoot, talent exhibiting more natural expressions of a star jump, the introduction of ‘woohoo’ and a new modern style guide.

Amelia Micallef / 0401979979 /

© Amelia Micallef 2019