Creative Direction
Gaining Altitude - Season 2
Gaining Altitude is a one-on-one discussion series hosted by Delta Air Lines' CEO Ed Bastian that tackles conversations worth navigating. The series navigates important and sometimes difficult conversations about topics that matter to our world, including servant leadership, entrepreneurship, sustainability, mental health and diversity, equity, and inclusion. This show is intended for internal and external viewing.
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Viewable here: https://gainingaltitude.delta.com/index.php
The Ask:
Develop a new look and feel for season two of Gaining Altitude followed by a launch plan, a content e-calendar, and a style guide to help consistently promote the new season speaker.
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Concept:
Understanding our need to be nimble with the CEO's schedules,
the idea is to have Ed interviewing his guests in a walk-and-talk and show-and-tell style at their location (as opposed to in-studio interview sit down). This concept adds a new perspective and fresh energy as the characters move
through their natural environments, revealing more about their surroundings, and is to be followed by an in-depth sit-down interview.
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Responsibilities: Creative direction and strategy, including a complete change of structure and vision for season two, concepting, treatment, deck building and pitching, stage design, scouting, video direction on set, video production and post-production.
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Delta Wellbeing Rebrand
Wellness is about more than numbers on a scale or calories burned. Wellness starts with meeting you where you’re at, from tips for more mindful living and finding a sense of balance to personalized health benefits and support for life’s difficult moments. Delta offers wellbeing resources to empower your wellness, no matter your starting point.
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The Ask:
Rebrand Delta Airlines' wellbeing efforts showcasing the resources offered to its 90k plus employees. The content plan will include a new anthemic film, photography, and activations.
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Concept:
Life is a collection of moments: beautiful journeys of joy, celebrations, happiness, and achievement, but also moments of financial and emotional
stress, sadness, and loss. It is a marathon that tests your fitness and develops your resilience. Different people run it at different paces with varying starting lines and obstacles along the way, but with Delta’s new wellbeing program, employees don’t have to run it alone. In this film we will follow four people in different stages of life and work and showcase them taking their own wellness paths.
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Responsibilities: Leading the concepting and ideation, writing the storyboard (tight turn around), treatment, pitching, onboarding vendor and point on storyboarding iterations, live casting, scouting, on-set co-filming direction in Cape Town, and master edit and publication scheduling management.
Anti-Human Trafficking
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When you hear the words “human trafficking” your first
thought may be a child or woman victim. The truth is, victims consist of all races, genders, and ages and for various reasons. Human trafficking also takes place right here in Atlanta.
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Anti-human trafficking has been Delta Air Lines' corporate initiative and important focus since 2011.
The Ask:
Create a new (2023) video campaign concept for Delta's crucial and unique anti-human trafficking efforts to increase awareness, education, and engagement among employees and customers (internal and external channels).
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Concept:
This will be a documentary-style film highlighting three separate real-life, powerful, and heroic survival stories. This film will start with the characters' lives before the trafficking, then will go into their trafficking experiences and end on their lives after, weaving in Delta’s specific efforts to help combat and mitigate this criminal phenomenon throughout the film.
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Responsibilities: Creative direction, concepting, treatment, deck building and pitching, vendor onboarding, scriptwriting, copy direction and strategy , and video direction.
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