Citibank and American Airlines Take Flight in a Spirited New Campaign from Director Martina Magorin

Oct. 09, 2025

Golden LA director Martina Magorin has joined forces with Citibank and American Airlines for a sweeping new campaign that captures the spontaneity and wonder of travel. The film, part of a robust rollout designed to reach more than 275 million viewers across all major American Airlines hubs, highlights the many ways the Citi® / AAdvantage® Platinum Select® Card gets travelers closer to adventure.

In a space crowded with airline credit card ads, the campaign stands apart by focusing on the unplanned moments that make travel unforgettable—the sensory details, the chaos, the humor, and the awe.

Director Martina Magorin said:

“I wanted to transport the viewer from the airplane seat straight into the magic of travel. Not the brochure stuff—the unscripted kind. The trips you didn’t plan for but never forget. A flavor that makes your face shrivel. A fish that makes eye contact and suddenly you’re choking on snorkel water. A snowy mountain with slippery boots. Sometimes it’s fun. Sometimes it’s chaos. But it’s always alive.”

 

Produced by Golden LA with Executive Producer Dahlia Stone and Managing Director Matthew Marquis, the campaign was filmed across Bulgaria and Greece with a hybrid international cast. The production itself mirrored the energy of the spot: vivid, unpredictable, and humming with life.

Magorin recalled:

“We shot on top of a mountain, on a floating sauna in the middle of a lake, and in fake snow on a horse ranch—all in the same day. Other days were spent sweating on Greek beaches in 40°C heat, or building a Thai restaurant from scratch in the middle of Sofia. Every challenge became part of the adventure.”

 

The project showcases Golden LA’s ability to deliver a large-scale, multi-format campaign that feels cohesive from start to finish. From production through post, the studio’s integrated approach ensured tight communication and seamless execution across teams.

Stone said:

“This campaign demanded speed, precision, and cohesion across every department. Our in-house production and post teams worked hand-in-hand to deliver a technically ambitious and emotionally resonant piece—without compromising on quality.”

 

Marquis added:

“This project exemplifies a process in which our directors thrive. Martina collaborated with Havas from the onset on how to optimize the film creatively. Golden LA also produced the post internally, which allowed us to build a hyper-bespoke team and pave the way for a more streamlined and efficient creative workflow. It’s what we love to do.”

 

With Golden LA’s deeply collaborative approach, the team brought to life a campaign that both agency and client feel proud of—a testament to what happens when craft, efficiency, and creative joy all take flight at once.