In 2009, Delta became the biggest airline in the world, which made them the public face of an industry that had come to stand for poor service, uncomfortable conditions and hidden fees. Even worse, people automatically assumed that airlines were liars. And why wouldn’t they? When you’re running ads showing passengers sipping champagne and sleeping on clouds while the news is running a story about another sixteen hour tarmac delay, you can’t expect a lot of public trust.
It was against this backdrop that we set out to rebrand Delta the only way we could: by acknowledging the sad reality of flying and committing to making it better.
DIRECTORS OF PHOTOGRAPHY
Tim Masick, Company 3
Philip Loeb, Sound Lounge
Chris McClelland, 150 Proof
Adweek, “Delta's ‘Climb’ Looks Good”
The launch spots marked the beginning of my collaboration with director Mark Romanek, who completely rewired my expectations of what a commercial filmmaker should be.