The airline category is obsessed with talking about itself. The barrage of commercial messages amounts to a features arms race, touting incremental superiority in things like Wi-Fi signal strength and bigger entertainment consoles. In a time where the industry was being challenged by flyers, we were challenged to restore American Airlines to the greatest airline in the world. So to start a new conversation, we had to visually behave like a leader in the category.

The photography included well-known landscapes that international flyers would recognize and aspire to visit.

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