The project sends four British photographers – Laura Pannack, Jack Johnstone, Catherine Hyland and Cian Oba-Smith – across three continents to photograph the world through plane windows, capturing subtle reflections of the BA logo on the aircraft’s engines.
The resulting images spotlight a series of instantly recognisable vistas: London Heathrow’s sprawling approach, the Bahamas’ vivid blue waters, and the shifting landscapes of Morocco’s Atlas Mountains. The full collection also spans New York, Atlanta, Dubrovnik, Keflavik and Abuja, along with scenes from Barcelona’s coastline, the British countryside and the Pyrenees.
Positioned as an extension of BA’s A British Original platform, the OOH campaign emphasises the small but meaningful moments of travel. Shot entirely in-camera, each photographer was free to apply their own approach, aiming to recreate the familiar vantage point of a passenger gazing out from their seat.
Reflections follows BA’s 2024 campaign Windows, which focused on customers’ expressions as they looked out of aircraft windows. The minimal, logo-free imagery garnered multiple awards – including a CR Annual Award in Craft – and helped influence a wave of stripped-back brand campaigns with little overt branding.
With Reflections, BA pushes this restraint even further. The campaign contains no copy and only a faint, reversed reflection of the airline’s logo to reveal its authorship. “We wanted to capture these original moments and to tease the viewer with them,” says Nils Leonard, co-founder of Uncommon. “The fact that the BA logo, the plane and the destination appear so naturally is a gift we had to capture – a moment in time, a new icon for a British Original hiding in plain sight.”
