Post-pandemic, Sydneysiders have lost some of their travel mojo, becoming disconnected from the profound emotional benefits and unique experiences that only international journeys can offer.
Sydney Airport tasked us to re-ignite this desire and book their next adventure.
The
Brief
The
Process
Travel enriches life far beyond the trip itself – spanning anticipation and cherished memories. We centred the creative on the poignant, shared moment a plane’s shadow is spotted from the window, as you come in to land. To bring this vision to life, we collaborated with Paris-based artist Anomaly and production company Watch Out.
‘Life takes off when you do’ uses stunning static and motion visuals depict a plane’s shadow gliding over iconic global landscapes, symbolising the bridge between dreaming and arriving. An intentionally minimalist sound design, shunning voice-overs for evocative location and aircraft cues, makes the journey palpable and inspires immediate action via launch conversion partner, Kayak.
The
Work
