Delta Air Lines explores the tactile nature of travel in 'What We Carry,' a cinematic commercial that centers on the transit of a single duffel bag through a busy terminal. The film channels a clean, live-action aesthetic, focusing on the mechanical movement of the baggage claim conveyor belt to frame the anticipation of a journey.
Developed in collaboration with agency Wieden+Kennedy New York, the project features production support from Imperial Woodpecker and Flying Fish. Post-production efforts were led by Company 3 New York, Trim Editing US, and Preymaker, with sound and music design provided by Wave Studios NY.
