Sydney Airport has launched the second phase of its ‘Life Takes Off When You Do’ campaign via creative consultancy Common Ventures.
The campaign aims to drive international travel demand earlier in the journey, before a fare is searched, a destination is chosen, or a ticket is booked.
The work speaks to Sydneysiders who have simply fallen out of the rhythm of international travel and have forgotten how good it feels to take off.
Shane Hodges, general manager strategic aviation development, Sydney Airport said: “As Australia’s international gateway, we know travel is about more than where you go. It’s about the sense of anticipation, connection and possibility that comes before the journey begins. By focusing on people rather than destinations, this campaign aims to inspire Sydneysiders to start thinking about their next international adventure.”
Instead of traditional travel imagery, this phase leans into portraiture. The destination is left to the viewer, with the creative focusing on faces looking skyward and the quiet emotional shift that follows.
“Travel advertising often rushes to show you the destination. We wanted to leave room for imagination. By leading with portraiture, we let the audience complete the story, making the work less about where someone is going and more about the moment they decide they want to go,” says Daniel Nutman, creative lead at Common Ventures.
“The work is inspired by one of the most universal travel triggers there is, hearing a jet engine and instinctively looking up. It’s a tiny, involuntary moment, but it’s loaded with possibility,” added Linnea Hedeborg, also a creative lead.
The campaign was created with photographer and director Lula Cucchiara, alongside production company Sam I Am. Cucchiara was brought on for her grounded, human approach, capturing talent with a sense of vibrancy that gives the work its distinctive pull. Shot on film, the portraits carry a softness and grain that make each image feel fleeting and real.
Led by OOH and digital, the integrated campaign extends into social, with a 15-second film and radio supporting rollout. KAYAK joins as conversion partner, driving people from campaign engagement into international flight search.
It builds on last year’s platform, which helped support Sydney Airport’s busiest year on record, with 17.17 million international passengers, 5.9 per cent year-on-year growth in Q4 and 11.6 million impressions. The campaign was also named a finalist at the 2026 Cairns Crocodiles Awards.
“Life Takes Off When You Do” is now live across NSW.
Credits
Client: Sydney Airport
Senior Manager, Aviation Marketing & Tourism Development: Heather Young
Aviation Marketing Manager: Ryan Archibald
Creative Agency: Common Ventures
Executive Creative Director: Jane Burhop
Creative Lead: Daniel Nutman
Creative Lead: Linnea Hedeborg
Senior Art Director: Ben Alden
Senior Designer: Devon Verberkmoes
Account Lead: Alex Don Senior
Account Director: Alexandra Smith
Production company: Sam I am
Photographer / Director: Lula Cucchiara
Producer: Will Mumford
DOP: Henry Lockyer Production
Designer: Karla Milat
Media: Bench
