British Airways’ latest campaign hides its logo in plain sight

British Airways has launched Reflections, a new outdoor campaign that turns the window seat into a canvas and the brand’s logo subtly reflected.

Developed with Uncommon Creative Studio and MG OMD, the campaign follows four British photographers Laura Pannack, Jack Johnstone, Catherine Hyland and Cian Oba-Smith as they travel across continents capturing scenes from the air.

Each photograph frames the view from a cabin seat, catching the British Airways logo reflected off the aircraft engine, subtly embedded in real-world backdrops from London to Lagos.

Shot entirely in-camera, Reflections leans into texture, movement and natural light to evoke the fleeting but familiar emotion of looking out of a plane window.

This latest work builds on British Airways’ 2024 campaign Windows, which focused on the faces of passengers as they look out of aircraft windows—earning recognition at Cannes Lions for its minimal, emotive storytelling.

Behind the camera was a team of British Airways staff coordinating everything from flight paths to reflection angles. The result is a body of work that feels effortless but is anything but.

As Nils Leonard, co-founder of Uncommon, puts it: “This is a visual truth… the BA logo, the plane and the destination can be found so naturally—it’s a gift we had to capture.”

With media handled by MG OMD, the campaign will roll out across premium outdoor placements, including dynamic versions designed to evolve with the darker, colder months ahead.

A timely nudge to dream bigger, or at least book a flight somewhere warmer.

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