Andy Warhol once said, “A Coke is a Coke and no amount of money can get you a better Coke.” Unfortunately, the same can’t be said for airplane seats.

For Coca-Cola, I led the production of a campaign that set out to flip one of air travel’s most universally disliked experiences — the middle seat — into something people actually wanted. Working in partnership with Delta, we helped bring The Middle Seat Lounge to life: the first airport lounge created exclusively for middle-seat flyers, treating them like VIPs instead of afterthoughts.

I oversaw the full production of the campaign, including live-capture video and content creation inside active airport terminals. That meant coordinating with airlines, airports, and security teams while directing real travelers and influencers in highly controlled, fast-moving environments — all without disrupting operations or the passenger experience.

To extend the idea beyond the lounge, we sent middle-seat travelers to their flights with a custom Coke three-pack, designed to break the ice with their aisle and window neighbors once onboard.

The campaign generated widespread coverage and cultural buzz — and, for the first time on record, people actually asked to upgrade into the middle seat.

Featured in Inc., CampaignLive, Muse by Clio, The Points Guy, and more.