British Airways’ “Reflections” Finds Beauty in a Glance Out the Window

British Airways has taken something every traveller knows—the quiet moment of looking out of a plane window—and turned it into art. Its new campaign, Reflections, hides the airline’s logo in plain sight, catching it as a glimmer on the engine’s curve or a shimmer against a sunset sky. It’s subtle, clever, and a little bit magical.

Created with Uncommon Creative Studio and MG OMD, the project follows four British photographers—Laura Pannack, Jack Johnstone, Catherine Hyland and Cian Oba-Smith—as they journey across continents with their cameras pressed to the glass. What they capture isn’t glossy advertising. It’s the gentle poetry of air travel: clouds, light, and the brief feeling of being suspended between two worlds.

Look closely at each image and the airline’s logo appears only through reflection—never imposed, never loud. It’s there the way a memory might be, fleeting but recognisable. Behind the scenes, British Airways staff even helped plan flight paths to make sure the reflections fell just right. The result feels effortless, but it’s anything but accidental.

Reflections builds on last year’s Windows campaign, which focused on passengers’ faces framed by cabin light—a series that quietly won hearts (and awards) for its emotional simplicity. This new chapter turns the camera outward, asking us to see what they see.

That quiet confidence feels reminiscent of Apple’s storytelling style, where emotion and craft take centre stage and the brand simply lives within the experience.

As Nils Leonard of Uncommon put it, “The BA logo, the plane, and the destination can be found so naturally—it’s a gift we had to capture.”

Now appearing across landmark billboards and stations, Reflections feels less like a campaign and more like a love letter to travel itself—a gentle reminder that wonder still lives outside the window, waiting to be noticed between takeoff and landing.