We saw the airline industry had become a features arms race, dominated by the same product-driven messaging. But this was tired information to today’s flyers. So to behave like a leader in the category, we used aerial photography to start a more intimate conversation. The photography included landscapes that the high-value, frequent flyers present at the Wall Street Station would recognize. And by using the American flight symbol as the focal point of our creative, we turned a piece of our heritage into a modern icon, its shadow a symbol of our leadership.