Team members were inspired by the brand's purpose but weren't always sure how to live it.

American Airlines' purpose is caring for people on life's journey. That's a beautiful idea. It's also easy to feel disconnected from when you're working a gate or processing baggage at 6am. The American Why campaign was built to close that gap.

Developed in collaboration with the VP of Corporate Communications, the campaign used Madlib-style graphics to help team members fill in their own version of why they do what they do. The goal was to make the brand's purpose feel personal rather than corporate, something that belonged to each individual rather than something handed down from a headquarters building.

These were some of our concepts.