As part of Away’s “Extraordinary is Out There” campaign, I led the design direction of an A.I. algorithm that mixed dreamscapes by Ulises Design Studio with real landscapes to create imagined places that inspired travel.
ROLES
Design Direction
System Design
Graphic Design
Pop-Up Experience Design
UI/UX Design
PRESS
CREDITS
Client: Away Luggage
Agency: Superfly
TEAM
Executive Creative Director: Inessah Selditz
Creative Director: Matt Dillman
Associate Design Director: Mike Zoppo
Senior Graphic Designer: Mizuki Tsujikawa
Senior Environmental Designer: John Dorsey
Art Director: Hannah Gilbertson
Lead Producer: Scott Shiba
Account Lead: Jordan Smith
OVERVIEW
During the Summer of 2023, Away invited travelers to receive postcards from curious and faraway places, designed by an emerging artist. The trip begins as soon as guests step foot into an A.I.-generated destination, realized as a three-dimensional landscape that transports them and ignites their imaginations.
The event kicked off a 360-degree marketing campaign that also features a full-page print ad in The New York Times using the tagline “the world is not AI generated,” a dedicated landing page on AwayTravel.com, and out-of-home activity near Away’s New York and Los Angeles retail locations meant to drive store traffic.
All attendees at the L.A. event received an email that included photos of real destinations as a way to encourage them to plan a trip. The goal was to reach Away’s core audience of curious travelers who value unique experiences.
Away pop-up
Research, Concepting, and many Iterations:
building the smoothest perfect User Flow
Away pop-up
The UI/UX FLow
Working closely with Away’s Brand Team, we came up with five questions to ask guests to help the AI generate these dreamscapes.
Away pop-up
The Activation
Away pop-up
The Away Kiosks
Away pop-up
The Curious Postcard
Away pop-up
How It Went
