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United Airlines “Dragon” 2006

United Airlines “Dragon” (2006) is an United Airlines commercial directed by Jamie Caliri for Fallon, produced by Duck Studios. It won 5 awards, including D&AD 2006 Wood Pencil — TV & Cinema Crafts / Art Direction, AICP 2006 Honoree Musical Arrangement and AICP Show 2006 Honoree Animation.

A father's journey to work is depicted as a fantastical adventure through his son's imagination, highlighting the magic of everyday life and the power of dreams.

Video: Jamie Caliri on Vimeo

Shot by shot

  1. A stylized paper cutout hand reaches for a golden United Airlines ticket on a dark, textured surface, then pulls it away.© United Airlines0:00
  2. A man in a suit and overcoat stands in the doorway of a house, holding two suitcases, ready to depart.© United Airlines0:01
  3. A wide shot of a suburban street with a tree, tire swing, red wagon, and blue ball on a grassy lawn, rendered in a stylized animation.© United Airlines0:05
  4. An animated man in a grey shirt and dark pants is sleeping on a patterned surface, as a dark, patterned cloak-like object covers him.© United Airlines0:10
  5. A man in a suit and trench coat rides a giant white swan through a dark, cloudy sky, with other swans flying in the background.© United Airlines0:15
  6. A paper cutout of a male warrior in ornate armor points his finger, with other warriors in the background, in a stylized setting.© United Airlines0:26
  7. Paper cut-out figures of men in ornate clothing react in fear, some falling, as a table is overturned in a stylized forest setting.© United Airlines0:31
  8. A male warrior in green armor stands in a forest of birch trees, holding a sword, as other swords appear around him.© United Airlines0:33
  9. A stylized dragon with intricate patterns battles a warrior wielding a flaming sword in a forest of tall, slender trees.© United Airlines0:38
  10. A king in golden armor sits on a throne, then rides a giant white bird through the sky, in a stylized animated world.© United Airlines0:43
  11. An animated young boy with brown hair hangs upside down from a tire swing in a suburban backyard, smiling playfully.© United Airlines0:50
  12. An animated father in a dark suit holds his young son, who clutches a green dragon toy, as they stand in front of a window.© United Airlines0:54

Stills © United Airlines. Made by Fallon, Duck Studios and Jamie Caliri.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Father's daily commute becomes a fantastical adventure through his son's imagination.

Tagline: “It's time to fly.”

child's imaginationeveryday herofantasy worldjourney to workpaper cutout animationdream sequence

The cut

Length
60 s
Shots
25
Average shot
2.4 s
Format
mixed

What creatives use United Airlines “Dragon” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of United Airlines “Dragon”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A stylized paper cutout hand reaches for a golden United Airlines ticket on a dark, textured surface, then pulls it away.© United AirlinesA man in a suit and overcoat stands in the doorway of a house, holding two suitcases, ready to depart.© United AirlinesA wide shot of a suburban street with a tree, tire swing, red wagon, and blue ball on a grassy lawn, rendered in a stylized animation.© United AirlinesAn animated man in a grey shirt and dark pants is sleeping on a patterned surface, as a dark, patterned cloak-like object covers him.© United Airlines
    Frames from United Airlines “Dragon”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of United Airlines “Dragon” in order, with its length, framing and what happens in it.

    A stylized paper cutout hand reaches for a golden United Airlines ticket on a dark, textured surface, then pulls it away.© United AirlinesA man in a suit and overcoat stands in the doorway of a house, holding two suitcases, ready to depart.© United AirlinesA wide shot of a suburban street with a tree, tire swing, red wagon, and blue ball on a grassy lawn, rendered in a stylized animation.© United AirlinesAn animated man in a grey shirt and dark pants is sleeping on a patterned surface, as a dark, patterned cloak-like object covers him.© United AirlinesA man in a suit and trench coat rides a giant white swan through a dark, cloudy sky, with other swans flying in the background.© United AirlinesA paper cutout of a male warrior in ornate armor points his finger, with other warriors in the background, in a stylized setting.© United Airlines
    Length: 60 s · Shots: 25 · Average shot: 2.4 s · Format: mixed

  3. 03Ad ideas: every spot built on a child's imagination

    Before you present an idea, you need to know who has done it, and how.

    United Airlines “Dragon” is built on a child's imagination. Search the library by idea to see every spot that uses it.

    The Entertainer “Ray”© The EntertainerWar Child “Batman”© War ChildThomas Cook “Pool Kid”© Thomas CookXfinity “Emily's OZ”© Xfinity
    The Entertainer · War Child · Thomas Cook · Xfinity

More from Fallon

  • Novartis "Relax Your Tight End" (2026) commercial still© NovartisNovartis “Relax Your Tight End” 2026Dir. Eric Wareheim · FallonClio Awards Grand Prix 2026
  • Dairy Milk "Gorilla" (2008) commercial still© Dairy MilkDairy Milk “Gorilla” 2008Dir. Juan Cabral · FallonD&AD Black Pencil 2008
  • Cadbury Wispa "For the Love of Wispa" (2010) commercial still© Cadbury WispaCadbury Wispa “For the Love of Wispa” 2010FallonIPA Effectiveness Awards Gold 2010
  • Cadbury "A Glass and a Half Full" (2008) commercial still© CadburyCadbury “A Glass and a Half Full” 2008FallonANDY Awards Gold 2008
  • Sony BRAVIA "Play Doh" (2008) commercial still© Sony BRAVIASony BRAVIA “Play Doh” 2008Dir. Frank Budgen · FallonLondon International Awards Gold 2008
  • Sony Walkman "Music Pieces" (2008) commercial still© Sony WalkmanSony Walkman “Music Pieces” 2008Dir. Nick Gordon · FallonD&AD Yellow Pencil 2008

Award-winning travel commercials

  • Royal Jordanian "Fear of Flying" (2018) commercial still© Royal JordanianRoyal Jordanian “Fear of Flying” 2018Dir. Omar Hilal · Memac Ogilvy AdvizeDubai Lynx Grand Prix 2018
  • Inspired by Iceland "Ask Gudmundur – The Human Search Engine" (2016) commercial still© Inspired by IcelandInspired by Iceland “Ask Gudmundur – The Human Search Engine” 2016The Brooklyn BrothersEffie Awards Grand Prix 2016
  • Embassy Suites Hotels "Austin" (2003) commercial still© Embassy Suites HotelsEmbassy Suites Hotels “Austin” 2003TBWA\Chiat\DayEffie Awards Grand Prix 2003
  • Travel Switzerland "THYLACINE - Swiss Sounds" (2026) commercial still© Travel SwitzerlandTravel Switzerland “THYLACINE - Swiss Sounds” 2026ADC Awards Gold 2026
  • DiDi "Yes, I DiDi" (2026) commercial still© DiDiDiDi “Yes, I DiDi” 2026Dir. Jim Hosking · Sunday Gravyshots Awards Gold 2026
  • Visit Sweden "The Swedish Prescription" (2026) commercial still© Visit SwedenVisit Sweden “The Swedish Prescription” 2026PRIME WEBER SHANDWICKClio Awards Gold 2026

Questions

Who directed the United Airlines “Dragon” commercial?

Jamie Caliri directed it, produced by Duck Studios, for the agency Fallon.

Which agency made United Airlines “Dragon”?

Fallon created it for United Airlines (2006).

What awards did United Airlines “Dragon” win?

5 awards, including D&AD 2006 Wood Pencil — TV & Cinema Crafts / Art Direction, AICP 2006 Honoree Musical Arrangement, AICP Show 2006 Honoree Animation and AICP Show 2006 Honoree Licensed Soundtrack or Arrangement.

What is the tagline of United Airlines “Dragon”?

“It's time to fly.”

Sources for the credits and awards

aicpawards.comdandad.org