Cross-Platform Social Campaign 
 

We worked with
comic book illustrators,
music from movie score composers,
A TEAM OF ANIMATORS,
TEAM USA ATHLETES, 
and UA employees

to make over 100 assets
and raise United Airlines' net sentiment 99%.

Role: Creative Lead, Copy

COMIC-BOOK STYLE ORIGIN STORIES - "From hopefuls to heroes"

We interviewed the Team USA athletes, asking about their journey to Pyeongchang — who inspired them, what it felt like when they first took to the ice, slopes, or luge, and what the challenges were along the way. We then worked with a comic book illustrator, a team of animators, and a music studio to create these videos. Some of them shared their stories with the world for the first time.

We even made origin stories for a few inspirational employees, like our female pilot, nancy.

HEROIC TRANSFORMATIONS

Using a green screen and turntable, we captured 360 footage of each athlete and employee — our illustrator made custom backgrounds and effects for each spin/transformation.

DIGITAL TRADING CARDS generated buzz & excitement around days our heroes were competing.

we gave the world a peek behind the masks of our #TEamunited heroes

Footage from our interviews was used to create 3 emotionally impactful or funny on-camera interview videos.   

PREMIER NIGHT TRUE TO ANY SUPERHERO'S VIDEO RELEASE, WE HAD AN EVENT THAT SCREENED ALL OF OUR VIDEO WORK

we introduced these heroes to the world, told their stories,
and shared why they inspire us, giving people a reason  — and a way — to cheer across every social platform. 

👍🏂❄️🏒⛸⛷🙋✈️