switch off
Client: Priority Pass
Brief: Priority Pass needed a full-funnel, integrated campaign to rebuild brand love and reframe customer perception. The ask was to move away from cold, corporate visuals and negative online chatter—and instead tell a richer, more human story that brings to life the real feeling of being in a Priority Pass lounge: calm, cared for, and switched off from the chaos of travel.
What We Did: We created the “Switch Off” campaign—a visual invitation to pause, relax, and reclaim your travel experience. Inspired by the familiar phone “power down” animation, we used this as the campaign’s creative lock-up and central metaphor: when you step into a Priority Pass lounge, you switch off the world outside.
Shot overnight at the Protea Hotel Victoria Junction in Cape Town (styled to mirror lounge interiors), the spot blends warmth, elegance, and escapism—reframing the brand with a more emotive, future-forward lens.
