American Airlines: Reviving a struggling brand through the wonders of air travel.
American Airlines was left for dead - by the media, its shareholders, and even their own employees. It was my job and privilege to help this American institution rise from the ashes of Chapter 11 and proudly declare that tales of its demise had been greatly exaggerated.
In partnership with FutureBrand, rebranding efforts spanned airplane livery, signage, uniforms, and an entire integrated media campaign.
Created with Zack Holliday (GCD) and Vann Graves, (ECD)
“New Day” featured the voice of Jon Hamm, reminding viewers that Chapter 11 isn’t the end of American’s story.
Bringing wonder to every seat.
The rebranding campaign needed to include more pragmatic messaging for lie-flat seats and international WiFi. Of course, we still added that touch of wonder.