In order to convey texting while in flight, we depicted it in a very literal way- by showing someone drop down from the sky to connect with people on the ground. We wanted to focus on the benefits of texting in flight, so our 3 scenarios show relatable conversations people have while in the air: asking their mom how to fix clogged ears, drama with their significant other or flirting with a crush.

The objective was to create awareness for Delta’s newest offering: free in-flight messaging. In recent studies, our target audience (travelers aged 25-40) placed a higher level of importance on connectivity than heating or plumbing, and the thought of being out of the loop for even 2 hours could be daunting. Keeping that consumer mindset at the forefront, we highlighted scenarios that would resonate with our target - such as the agony over waiting for a response from a crush. What’s a better way to talk about texting from the sky then to talk about through a mobile phone. And with that in mind, we concepted mobile-first (vertical and sound off).