AMERICAN AIRLINES

LIFE AWAITS

American Airlines’ Life Awaits is this year’s newest campaign, showcasing a world of travel, business, and leisure.
Our goal was to expand the airline’s AAdvantage card ecosystem while highlighting how deeply American Airlines connects with the many customers who rely on the airline for their daily adventures and travels.

We partnered with Canada’s Director Tino to shoot the brand campaign in South America, capturing vast landscapes that mirror the many connected destinations served by American Airlines. Life awaits. American Airlines is ready to take you there.

The primary objective for the campaign was to engage the Black and Hispanic audience with culturally relevant messaging through contextually relevant media channels. Actors were chosen to show a range of diverse skin tones, hairstyles, body types, and stylistic choices highlighting self-expression.
Special attention was taken to have a non-stereotypical portrayal of Black men and the Black family.
Team member care moments (from White & Black team members) were included to depict a welcoming and inclusive environment.

LIFE AWAITS :30 SPOTS | CHECK & MORE
American Airlines invites customers to enjoy the benefits of their Aadvantage card and enjoy the many perks of travel and
adventure as their newest campaign LIFE AWAITS brings the ecosystem of airlines straight to you.
CHECK :30 Spot: Life awaits, and American checks all the right boxes to get you there.
MORE :30 Spot: More rewards. More often. Life awaits. Get more with the American Airlines AAdvantage® program.

BEHIND THE SCENES
We shot additional stills to fulfil the social and B2B content for the launch.
It was necessary for us to mirror the animated banners and campaign launch with high resolution photos that we curated
and worked within our specs, instead of buying stock photography.