JetBlue
Cloud projections covered the walls at Lume Studios in Tribeca, Manhattan, for JetBlue’s TrueBlue Arcade in August 2023. Presented with Thrillist, the brand activation included arcade cabinets, foosball, skee ball and basketball. Jenya photographed the build and campaign messaging before guests arrived, then followed people through the games and gathering spaces, and filmed the arcade for a recap. Bright screens and deep blue ambient light required careful exposure to keep game graphics, JetBlue branding and faces clear together. Wide photographs connected the projected clouds to the physical arcade, while closer frames recorded hands, controls, prizes and expressions. JPX Studios delivered a gallery of 159 frames and a recap film.
JPX Studios photographed the complete build and campaign message before guests arrived, then followed people through the games and gathering spaces. Wide views connected the projection filled with clouds to the physical arcade, while close frames focused on hands, controls, prizes, and expressions. Bright screens and deep blue ambient light required careful exposure so game graphics, JetBlue branding, and faces remained clear together.
Project facts
- client
- JetBlue
- project type
- Brand activation
- venue
- Lume Studios
- date
- credit
- JPX Studios
The final sequence explains both the TrueBlue announcement and the social experience designed around it. Establishing photographs record the transformation of the venue, activity frames show the program in use, and branded details give the campaign flexible assets. Together they document how JetBlue turned loyalty messaging into an approachable, participatory launch environment.
More from the shoot
New York City · Travel on request
Get a free quote
Send the date and your idea. A real scope comes back, not a form letter.