Now Global, Forever Local

After many strategic meetings, research, and gathering insights, we came to the conclusion that the current definition of premium doesn't connect with our target audience of Gen Z.

To make this campaign connect with them, we needed to rethink what premium actually means. Rather than focusing on the traditional expectations of luxury, we shifted our attention to the feeling we wanted to associate with Alaska Airlines.

Premium is about more than what's offered on a flight. It's about feeling at home, finding a sense of belonging, and knowing you're understood. It's an experience that goes beyond the physical and becomes something personal.

Alaska Airlines asked our team, Morph, to develop a Gen Z-focused campaign that repositions the brand as a premium airline, builds excitement around its expanding international routes(London, Rome,Tokyo and Seoul), and reinforces its hometown ties to Seattle, Washington.

With this new definition of premium, we decided to root our campaign in something our audience already knows and feels: home.

For Alaska Airlines, that meant starting with Seattle.

We drew on the shared experiences, local knowledge, and little details that make Seattle feel like Seattle to create an “if you know, you know” approach. By tapping into these familiar Seattleite insights, we created connections between the place our audience calls home and the new international destinations featured in our campaign.

Now Global, Forever Local

A collection of our print ads combined.