Obé x American Airlines
Obé partnered with American Airlines to launch Obé in the Air, a series of 10 exclusive, equipment-free workouts designed for in-seat movement and available through the in-flight entertainment system. I led the launch campaign, collaborating closely with Obé’s founders and the American Airlines brand marketing team.
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Art Direction: Ellen Carlson Packman
Content Programming Direction: Haley Kosup-Kennedy
Copy Direction: Kseniya Sovenko
Photography: Alec Kugler
Color Design: Christina Lonsdale
Set Design: Romy Messak
Production: Caitlin Fillers
Talent: Kat Ellis Sickler, Liz Chestang, Lulu Soni, Walter Kemp
Glam: J Guerra
The Objective
Position Obé as the first digital fitness brand in in-flight entertainment through a global American Airlines partnership, expanding visibility and driving top-of-funnel awareness in a high-value, captive setting.
The Challenge
Travel is an overlooked channel for fitness brands, with space limits, diverse audiences, and low in-flight engagement. Obé needed a compelling brand intro and quick, high-impact content that could deliver value within minutes on seatback screens.
The Opportunity
With 200 million annual passengers, American Airlines offers Obé a no-cost, scalable platform for customer growth and global visibility, positioning the brand at the intersection of fitness, travel, and wellness.
