Onboard Welcomes
These videos play on all seat-back screens as the plane pushes back from the gate. They’re voiced by CEO Ed Bastian and air on Delta aircraft globally.
Responsibilities: Creative strategy, visual treatment/story, scriptwriting. “Kaleidoscope” concept by Wieden+ Kennedy.
Responsibilities: The script was copyedited (by another copywriter) using the Team USA + Paris 24 manifesto I provided. The “All Paths” concept was created by me.
Jetways
Using consumer research, I played a key role in determining what products we’d feature on the jetways. I also wrote the conceptual narrative and the copy. You’ll see this work on all 476 Delta-owned jetways until 2027.
Fast, Free Wi-Fi
Delta invested $2B to bring Fast, Free Wi-Fi to anyone with a free SkyMiles Membership. I wrote the hero headlines to be more emotion-driven, recognizing the ultimate benefit is feeling more connected to the people and comforts of home.
The copy was featured in all creative, including the c-suite social media, in airport terminals, on board the aircraft and on billboards in hubs like LA, Seattle, Atlanta and NYC.
Use the arrows ➡️ on the deck to view more if you’re on desktop. Swipe left on mobile.
Delta Sync Exclusives Campaign Video
We created a video to launch Delta Sync Exclusives. It was used in paid media (YouTube pre-roll) and on board aircraft. Customers viewed it on their seat-back screens before every movie. Responsibilities: Concepting, written visual treatment, scriptwriting, getting multi-team buy-ins
Results: 87% completion rate in skippable placements (way above benchmark) and lifted brand love and trust baselines for key audiences — females and Gen Z.
Miscellaneous
If you haven’t already seen it out there, you can see it here.
Use the arrows ➡️ on the deck to view more if you’re on desktop. Swipe left on mobile.
Cocktail Napkin
There’s a story here that deserves its own section.
I’ve flown Delta for as long as I can remember. Every time the drink cart came around at 35,000 feet, I’d look at the cocktail napkin and wonder who got to write the copy. How do you get that job? I researched and discovered it was probably a copywriter at one of Wieden + Kennedy’s many offices. But which office? Or was it someone at one of Delta’s other agencies? Or was it an in-house employee? If so, what team? It seemed like finding a needle in a haystack.
Fast forward many years later. At the start of an overnight flight from Atlanta to Belgium, the drink cart arrived at my seat and the flight attendant placed a cocktail napkin on my tray table. This time, I knew who wrote it.
With enough perseverance, faith and staying true to who you are, anything in this world is possible — anything. The sky is not the limit anymore. The sky is just the beginning.
Meghan Creates 