Sometimes the most interesting work happens in the pitch. These illustrations were created as test concepts for WestJet through Rethink — each one built around storytelling first, with brushwork and colour chosen deliberately to match the airline's warmth and energy. The brief pushed toward something that felt human and travel-worn, not corporate and polished.
The full project went another direction, but the concepts stood on their own. A good reminder that the work doesn't stop being good just because it didn't win.