British Airways normally has quite a lot to say. As part of its wider ‘ British Original’ platform, the airline must communicate a wide suite of functional and destination messages. But to drive critical emotional affinity for the brand, we needed the opposite. Something incredibly simple. A single question. How do you capture the emotion of flying? The truth is, in their pursuit of cheaper, more economical offers, most airlines strip out magic and emotion. And while destinations are brilliant - we’ve all forgotten that there’s something magical in the simple act of flying. Of looking out the window, and letting the world change you. And that’s what we wanted to capture here. The photography is purposely simple and impactful - showcasing an angle of the flight experience few ever get to see. By capturing the subjects across different moments in flight - gazing out in wonder, beaming with excitement - the photography captures the feeling of flying without any words. Every photo is bathed in golden light to capture the warmth of each travel moment, and add emotion and romance to what might be a minimal composition. The use of an innovative CGI mechanic meant that the passengers could be shot on set through a window - with the entirety of the plane (and all the lighting associated with it) reconstructed afterwards. The photos are cropped close to focus on each passenger, showing the minimum of branding - but with just enough of British Airways’ distinctive assets to render the work clear and instantly recognisable.