Fly Amex // Product Development & Integrated Campaign
Change air travel, without buying a single plane.
In the face of airline mergers, broken partnerships and a piss-poor travel experience, we discovered Amex had an opportunity to rise above it all. We would create the world’s first airline without any planes. From lounges, to entertainment, to the all-important rewards miles.
At the core of the program was a bit of financial wizardry that allowed Amex to no longer be beholden to complex airline partnerships. Our points worked just like miles – any plane, any airline, any seat. From there, everything else would fall naturally into place, allowing Amex to put itself in the pilot’s seat to help advance the whole damn industry.