Alaska Airlines asked our team (MORPH) to create a campaign for Gen Z in Seattle. They asked us to shift the perception of their brand to premium and international, while maintaining the hometown connection they have with the Seattle area.
I was tasked with creating the art direction for the campaign and final deliverables.
After many, many strategy meetings and research by our brilliant strategists,
we came to the central idea that...
Premium is more than legroom
After many, many strategy meetings and research by our brilliant strategists,
we came to the central idea that...
Premium is more than legroom
(Aka, Gen Z doesn't care about traditional premium amenities;
the real premium is connection, and the feeling of
being understood is priceless)
the real premium is connection, and the feeling of
being understood is priceless)
With this in mind, I got to work on creating the look and feel of an authentic airline campaign that highlighted both its local origins and its newfound internationality.
I wanted it to feel like it was coming from a human, not from a brand, so I used a handwritten font, a modern take on the popular Gen Z collage style, and doodles to make the work feel more personal.
I wanted it to feel like it was coming from a human, not from a brand, so I used a handwritten font, a modern take on the popular Gen Z collage style, and doodles to make the work feel more personal.
We also needed to prove that we know Seattle just as well as locals do. To do this, we sent a survey to Gen Z in Seattle and used the responses to pinpoint points of pride and connect them to the new international destinations Alaska now serves.
Connecting Seattleites not using an umbrella to the City of London and its rain
Connecting Seattleites wearing flip-flops to the city of Rome and its fashion scene
Connecting The Mariners to the City of Tokyo and Japanese Baseball
Connecting Pike Place and PNW fish to the City of Seoul and its night markets
Overarching wheatpaste highlighting all new destinations
We presented this campaign to faculty at the University of Oregon and were eventually selected to present directly to Alaska Airlines.
You can find the full pitch deck here or find more information on other aspects of the project in the portfolios linked below.
You can find the full pitch deck here or find more information on other aspects of the project in the portfolios linked below.