Internal Anthem Video
We Rise Up
Three months into the pandemic, customers began returning to the skies at American Airlines. During this unprecedented time, team members deserved recognition for their unwavering dedication and exceptional hard work.
This video was created to inspire and remind us all that it is through challenging times that people, teams, and companies grow stronger together.
Project Title: We Rise Up: A Morale-Boosting Anthem for American Airlines
Objective: As part of the Creative Services team at American Airlines, I developed this anthem video to inspire and recognize employees returning to the skies after months of uncertainty. Premiered during the State of the Airline meeting, the video reinforced unity, resilience, and appreciation for frontline team members.
My Role:
Storytelling & Script Development: Crafted an emotionally compelling script that honored employees’ dedication while aligning with the airline’s brand values.
On-Site Creative Direction: Coordinated video shoots at major hub airports, ensuring authentic, high-energy footage that captured the team’s spirit.
Post-Production Leadership: Worked closely with editors and motion designers to ensure the final cut aligned with the intended message and tone.
Stakeholder Collaboration: Engaged multiple departments and leadership teams to refine the video and ensure it met internal communication goals.
High-Impact Delivery: Premiered the video at the company-wide State of the Airline meeting, making it a key moment of inspiration for employees.
Impact & Results:
Emotional Engagement – The video resonated deeply with employees, reinforcing company pride and morale during a critical transition.
Positive Leadership Recognition – Senior executives praised the video for its ability to connect with employees and reflect the company’s values.
Ongoing Legacy – The campaign set a precedent for future internal storytelling efforts, strengthening the company’s approach to employee engagement.