Flying is fast. The connecting bits – check-in to gate – rarely are. Except with British Airways. Uncommon has created a series of outdoor ads that reflect British Airways Cityflyer check-in to gate service from City Airport. Checking-in at City Airport with British Airways takes only 20 minutes from security to boarding.

The series recreates passports with a fun twist – distorted passport photos using a leaf blower captured by awarded portrait and fashion photographer, Emily Stein (using a leaf blower) and exquisite details, like the word WHEEEE replacing passport numbers. The intricate illustrated details also include various figures changing from their usual state to being impacted by a gust of wind – a family holding onto a lamppost and a barrister’s wig being blown away, for example.

Ellie Daghlian & Elisa Czerwenka, creatives at Uncommon, commented, “It turns out the key to capturing the feeling of speed is to aim the leaf blower right in the model’s mouth. Our leaf blower got up to around 45mph, but with hindsight more is more, and we’d have loved an extra 30mph or so to help truly reflect the speed of flying BA from City Airport.

When it comes to the passport pages themselves, we tried it all. Flying letters, signatures taking off, hair leaving the frame — but in the end we let the photo do the main job, with subtle illustrations supporting it. It felt cleaner that way, and allowed the focus to go to the right places. We wanted to create a design that communicates quickly and clearly — but which also rewards you with more details the longer you look at it.”

The executions will be running across OOH and DOOH throughout the business districts in London during March and April this year.

Credits
Project Name: Cityflyer
Creative Studio: Uncommon Creative Studio
Client: British Airways Cityflyer
Photographer: Emily Stein
Media Agency: MG OMD