UNITED AIRLINES Experiential

With new leadership at United, the promise behind “Connecting People. Uniting the World.” underwent a profound shift as service, inclusion, sustainability and employee culture took center stage.

Challenge:
Bring United’s renewed priorities to life in ways travelers and communities could feel up close and personal.

My Role:
VP, Creative Director leading and mentoring a team of art directors, designers and writers across experiential activations spanning large-format print, video, 3D design and fabrication. Set the tone and direction while staying close to the work, shaping it from concept through launch. Built tight relationships with account service, production and vendors, turning inventive ideas into memorable moments that drove engagement, loyalty and trust. Earned the client’s confidence and became a sounding board for their challenges.

Share the Joy Café

Peak-season holiday travel can wear people thin with long lines, tight connections and heavy bags. At O’Hare’s C concourse, the ride up the escalator ended with a warm, cheerful surprise from United’s pop-up, Share the Joy Café. Gifted treats from illy coffee to local confections were handed out, but there was one small catch. Each guest pressed the snowflake button to reveal their price, and the payment was kindness for someone else. Tell the person behind you “Happy Holidays” or offer a hand with someone’s luggage. Strangers became neighbors for a moment, stress melted into a smile and joy carried to destinations around the globe.

Results:
Over 640,000 people saw the café, more than 53,000 treats were handed out and upwards of 9,000 acts of joy were inspired.

WARNING: Video has sound

MileagePlus 40th Anniversary

To honor four decades of commitment, United invited MileagePlus members into a celebration that felt genuine and full of surprise. A commemorative Flight 1981 from Houston to Chicago turned a routine trip into a milestone with gate festivities, thoughtful keepsakes and in-air games plus trivia. Offers across shopping, travel, mileage purchases and dining gave members exciting ways to earn more and welcomed newcomers with incentives to join.

NYC Half Marathon Expo

After two years of silent starting lines, the United Airlines NYC Half returned, and the expo became the place where New York’s gratitude could be seen, signed and shared. The footprint supported the Tri-Hero Cup, a friendly contest among NYPD, FDNY and healthcare running teams with a $100,000 donation split among their charities. Visitors and runners cast a ballot for a favorite team, designed a custom race map and left their mark on the wall. Photo-ops captured the buzz of the city back on its feet.