AI-generated imagery has reshaped online perception. Real travel photography is increasingly labelled “fake” if it looks too spectacular. Iceland, with (un?)real scenery, volcanic eruptions and Northern Lights, became a frequent example of this scepticism. When real images of Iceland were accused of being AI-generated, Icelandair didn’t just correct the internet. They leaned in. Expedition Iceland follows a conspiracy-obsessed traveller, his rational sister, and an unexpected third companion on a journey to prove whether Iceland is real. The campaign responds to a digital culture where feeds train us to distrust beauty, and reality must compete with simulation.