Question
How do you turn a piece of aviation history into something card members can actually feel?
Exploration
The launch of the Delta SkyMiles® Reserve Card marked more than a new product—it marked the retirement of Delta’s last Boeing 747. The aircraft carried decades of meaning for pilots, crew, and travelers, and the card itself was made from that history. The challenge was to honor that legacy in a way that felt immersive and personal rather than promotional. The work focused on how storytelling and interaction could transform a symbolic object into an emotional experience.
Expression
The experience was intentionally designed around how people naturally explore and absorb information. When users encountered the 3D aircraft, the interaction remained open and freeform—allowing the Boeing 747 to live in their physical space through AR, something they could move around, inspect, and experience from their own perspective. When the experience shifted into deeper storytelling—aircraft history, pilot stories, and the transformation of the plane into a metal card—the interaction grounded itself back to the screen. This anchoring created focus and clarity, ensuring content was easy to read, navigate, and take in without friction. The balance between spatial exploration and screen‑based storytelling allowed the experience to feel immersive and emotional without becoming overwhelming.
Meaning
The experience reframed the card as a piece of living history, not just a financial product. Card Members spent an average of 2 minutes and 34 seconds engaging with the experience—37% longer than industry benchmarks—demonstrating that people will linger when the story is worth their time. By making heritage tangible, the work deepened emotional connection and elevated how a premium launch can show up in the world.
Executive Creative Director: JP Flores
Art Director: Ninyo Aganon
3D Modeling: Mike Lucas
Developer: Kevin Bolduan
Partners: Day One Agency, Aircards Studio
AR Experience
