American Airlines has released its first brand-led work since 2016 with ‘You are Why we Fly’ – a film that looks to explain why planes are still taking off and thank staff for their service during the coronavirus outbreak.The spot was created by agency of record CPB. It features user-generated smartphone footage of empty planes and airports alongside shots from a “small photo and video shoot” undertaken by the brand and agency.A voiceover asks the question: “Why do we fly?” In answer, she responds: “We fly because people need to get home, and life-saving equipment needs to get to the lives that need saving. We fly because you’re doing your part to keep the world moving, and we want to do our part too.”The film, which is currently running on AA’s owned channels, is accompanied by creative spanning Facebook, Twitter, Instagram, LinkedIn, banner ads, email marketing, internal communications and digital screens at airports.CreditsAgency: CPBAdam Chasnow: Executive Creative DirectorGabe Castelo Branco de Melo: Creative DirectorTony Calcao, Creative DirectorAaron Fisher: Associate Creative DirectorAnnie Russo: CopywriterDana Buckhorn: CopywriterDan Corken: Head of ProductionJamie Slade: Senior ProducerMimi McCormick: ProducerLilah Strauss: Jr. ProducerJoselyn Bickford: VP, Group Account DirectorClaire Marquess: Account DirectorEmily Gruppo: Management SupervisorJordan Harris: Account SupervisorJulie Kolton: Director Business AffairsGina Kramer: Associate Director of Broadcast TalentCourtney Dixon: Associate Director, Project ManagementJen Hruska: Co-Head of StrategyNicole Hering: Strategy DirectorAndrew Malordy: Associate Director Communications StrategyProduction Company: Serendipity WorksEditorial: the now corporationEditor: Jessica FarmerSound Design and Mix: Coupe StudiosMusic: JSM MusicFinishing: Wild ManorVFX: Charlie Brittz: Jonnie Sirotek Color: Jonnie Sirotek Post Producer: Kate Swenson, Kaylee Behn