This one went back and forth for a while. The original concept, more comedic in tone, featured an airman discussing the love of his life in great detail from her curves to her intelligence. In the end, we would reveal that he’s been talking about an aircraft the entire time. It gained a bit of traction internally but the client pushed back naturally. (I released a poetry book around this time so my semi-erotic, provocative nature likely was spilling over.) I dialed back the concept to make it more palatable and the end result was a gorgeous homage to the grueling work that Maintainers do in keeping aircraft in the air. This was the culmination of a Maintainers campaign that really reimagined the career path while putting an oft unsung, yet mission-critical team in the spotlight.