I initiated, managed and wrote the hero headlines, copy and story for Delta’s Team USA + Paris 2024 campaign. I also developed the system that brought consistency to messaging across in-house teams and external agencies.
You can see the copy across all assets, including merchandise, videos, social media, experiential + events, airport terminals and SkyClubs, billboards in cities like New York City, Boston, Seattle, Atlanta and L.A., plus on the planes globally.
A highlight reel of some of the assets.
On desktop: Use the arrows ➡️ on the gallery image to view more. On mobile: Swipe left.
Hype video (part of the campaign story I wrote in script form)
Onboard Welcome (plays while planes taxi for takeoff)
Responsibilities: The script was copyedited (by another copywriter) using the campaign manifesto I provided. The “All Paths” concept was created by me.
Penn Station Animated Digital Billboard
LAX – CDG In-Flight Experience
I ideated a “Postcard From Paris” in-flight experience to celebrate the relaunch of Delta’s nonstop flight from LA to Paris. The postcard was waiting for customers at their seats when they boarded. During the flight, they could write a message to a loved one. After landing, flight attendants stamped and mailed the postcards — delivering a true “Postcard From Paris” experience while furthering Delta’s mission to connect the world to the people and places they care about most.
More Pics
The Masters — International Radio :30 AD ⛳ 🏌️
We produced a radio spot for Sirius XM International to promote Delta’s partnership with The Masters. I evolved this spot from feeling “promotional” the previous year to anthemic and story-driven. It’s voiced by 13-time Emmy Award winner Jimmy Roberts. Responsibilities: Scriptwriting, VO Direction, Oversaw Edit & Sound Design
PLAY:
UGA National Championship Win 🏆 🏆
Am I a college football fan? No. Do I understand half the things I write about? Also no. I researched Georgia football to write the 2023 National Championship copy. The stakeholders loved it. The Dawgs won. Now, that’s a double win.
Meghan Creates 