The work from Uncommon Creative Studio follows the 2024 campaign, ‘Windows.’
‘Reflections’ celebrates the beauty of air travel
British Airways has unveiled ‘Reflections,’ a striking new campaign created in collaboration with Uncommon Creative Studio, which celebrates the beauty of air travel and modern British creativity.
The series follows four British photographers – Laura Pannack, Jack Johnstone, Catherine Hyland and Cian Oba-Smith – as they travel across three continents, capturing views from aircraft windows where the British Airways logo appears as a reflection on the engine. From New York’s skyline to the beaches of the Bahamas and the Atlas Mountains in Morocco, each image was shot in-camera to reveal the wonder of flying.
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The campaign explores how subtle moments – light, texture and movement – can turn a simple reflection into a powerful visual. Each image showcases the epic view from a customer’s cabin seat, bringing the relatable feeling of looking out the window to life. The visuals capture the emotion that defines the magic of flying, whether that’s a new destination or a return visit.
Each photographer uses their own techniques, spanning film, digital and motion, revealing an individual moment in time.
Nils Leonard, co-founder of Uncommon, explained: “Moments like this are different for each of us, but we’ve all had one. A rise out of a cloud, a descent to somewhere thrilling. A glimpse of light and color through a plane window that is your first experience of something original that will stay with you forever.
“We wanted to capture these original moments and to tease the viewer with them. This is a visual truth. That the BA logo, the plane and the destination can be found so naturally is a gift we had to capture. A moment in time, a new icon for a British Original, all hiding in plain sight.”
The campaign, part of the airline’s ‘A British Original’ platform, rolls out across premium outdoor sites planned by MG OMD.
Uncommon Creative Studio LDN
Uncommon is a global creative studio based in New York, London & Stockholm, building brands that people in the real world actually wish existed.
British Airways
British Airways is the largest airline in the United Kingdom based on fleet size, or the second largest, behind easyJet, when measured by passengers carried.