THE BRIEF

(Alaska Airlines, Stumptown campaign)

Changing the coffee onboard is a big deal for an airline. It’s an opportunity to portray our brand in an elevated way, serving bespoke, handcrafted products. But we also had to assuage the anxieties of our loyal passengers who like consistency.

THE RESULT

I used a conversational tone, like a friend sharing a recommendation. The emphasis fell on the exclusivity and quality of the new coffee, particularly at high altitudes.

It was so successful, we actually got a shout-out during Weekend Update on SNL that weekend.