American Airlines

American Airlines, Above Beyond

There exists a core of around 7,500 frequent Business Class flyers between London, New York and Los Angeles. These high value customers have a pre-determined view of the American Airlines brand thats out of sync with its new Business Class offering. Commissioned by McCann Erickson, Jotta created the biggest consumer event in the brands history outside of the US. At the heart, a large scale immersive installation designed to challenge deep-rooted perceptions of the brand as one that follows convention towards one as innovator.

Challenged to bring to life the Wonder of Flight within the imposing architecture of Sir John Soane's Crypt at Holy Trinity Church, Jotta designed eight large scale kinetic panels programmed to move in perfect synchronisation when triggered by custom designed intelligent lighting and sound design. Each panel, designed to mimic the precise movements of the new Business Class seat, created shards and spots of light chased around the space by directional sound. Lighting the crypt up in a cacophony of colour, the panels were used to take guests on a virtual flight in the space from take-off to landing.