Three months into the pandemic, airline customers were beginning to return to the skies. The team members who had kept American Airlines running through the hardest stretch the airline industry had ever seen needed an inspirational boost.

The team scripted and created We Rise Up, a brand anthem video shot on location at hub airports across the country. The goal was to remind them that as an airline we had been through tough times and that this was no different. The execution was challenging.  It required coordinating shoots across multiple locations during a pandemic, with a skeleton crew and reduced budgets and required creative problem solving that doesn't show up in a brief.

The video premiered at the next company-wide State of the Airline meeting, in front of the entire company.