To give passengers confidence to book flights and safely start traveling again in spring and summer 2021, we partnered with Alaska Airlines to create a parody of Canadian synth-pop duo Men Without Hats’ “Safety Dance.” Alaska and its crew (yes, those are real Alaska employees) reimagined the 1983 hit as a safety-themed video, featuring lyrics like, “If your friends don’t mask—why don’t they mask?—well, they won’t fly this airline!”

On social, we worked with Alaska employees and treated them like influencers to amplify the video across platforms.

My Role: Social Strategy, Influencer Strategy