Appealing to the emotional side, the filmmaker utilized his signature style of simplicity and restraint to tell this heartwarming story of a multi-generational family prioritizing family and tradition. Through their masterful direction and collaboration with long time DP, the spot helps inspire travelers to break free from the monotony of traditional travel and explore new horizons. The director took his distinguished style best known in long form world and brought it to short form, elevating the medium and making the spot feel cinematic and rich with warmth and emotion.

Based on a consumer survey from Expedia, 57% of British citizens dream of witnessing the Northern Lights at least once in their lifetime. Additionally, solar flares are expected to reach their peak this year, according to the National Oceanic and Atmospheric Administration.

Expedia saw this as an opportunity to create a campaign that would help consumers tick a box off their bucket list. The ad made its debut on Super Bowl Sunday during the pre-game show in the US and in-game in Canada.

Expedia wanted to help people tick off their must-do bucket list experiences this year and top of the list is seeing the Northern Lights. With this in mind, the TV ad sees Julie, Grace and Maya travel to Norway together to experience the phenomenon for themselves. Set to Nico and The Velvet Underground song I’ll Be Your Mirror, the 60-second spot brings to life the bond between the grandmother, daughter and granddaughter while watching the aurora borealis together.

Northern Lights was the second spot in a global campaign as part of Expedia's new partnership as Netflix’s first global advertising partner to activate a multimarket campaign on the streamer’s ad-supported plan throughout 2024. As part of the partnership, Netflix will begin airing localized creative in respective markets this month. The content is part of Expedia’s “Made to Travel” brand platform and was developed by an in-house creative team. Through the deal, Expedia will run a variety of ads, including 15-, 30- and 60-second spots, tailored to each country. The brand wants to help people tick off their must-do bucket list experiences this year and top of the list is seeing the Northern Lights. The ad made its debut on Super Bowl Sunday during the pre-game show in the US and in-game in Canada. It will also air in the UK and Australia.

Our director utilized his signature style of restraint and simplicity and applied it to this beautifully emotional story of multi-generations needing to prioritize family and adventure that is relatable in any culture. He captured this heartwarming narrative with precise expertise and experience, making sure to highlight the nuance and beautiful simplicity of these everyday moments. Collaborating with his longtime DP and production team, they brought their distinguished style from long form projects to the short form world making everything feel elevated and cinematic.