Icelandair

Overview

FormatPage Grabber

PlatformDesktop + Mobile

EngineGreenSock

AgencyUndertone

Destination-first campaign for Icelandair. Iceland's landscape is so visually striking the ad barely needs copy. I focused the engineering on letting the photography breathe: full-bleed panoramic landscapes with CSS aurora effects, minimal typography, and the Stopover program (free multi-day layover in Iceland) as the hero CTA.

Travel advertising at its most aspirational. The destination sells itself.

How It Works

~3s

Landscape

Full-bleed Iceland landscape fills the viewport: aurora borealis over a glacier. Icelandair logo fades in with Nordic-clean typography.

~3s

Discover

Landscapes cross-fade: geothermal pools, volcanic coast, northern lights. Each image is paired with a one-line experiential tagline.

Interactive

Stopover

Icelandair Stopover program promotion: add a free layover in Iceland on your transatlantic flight. Interactive route exploration.

End State

Book

Booking CTA with route-specific deep links. Fare information and Stopover program link tracked separately.

Engineering

Aurora Effect

CSS gradient animations simulate the aurora borealis glow over the landscape photography. Subtle green-to-purple gradients shift on a loop.

Landscape Gallery

Full-bleed photography with GreenSock cross-fade transitions. Each landscape is art-directed for maximum viewport impact.

Stopover Promotion

Interactive element explaining the Stopover program: map visualization showing transatlantic routes with Iceland as the midpoint.

Nordic Design

Clean typography, generous whitespace, and muted color palette matching Icelandair's Nordic brand identity.

Engineering Decisions

Icelandair's competitive advantage IS Iceland. Leading with the destination creates desire for the place, and the airline is the only way to get there with a free Stopover.

Video aurora is beautiful but heavy (10MB+). CSS gradient animations create a convincing glow effect at 0 bytes of video, keeping the ad fast-loading.

The Stopover program is unique to Icelandair: no other airline offers a free multi-day layover. Making it the hero CTA differentiates from every other airline ad.

Iceland's landscape speaks for itself. Cluttering the ad with text would compete with the photography. Nordic design principles: let the imagery breathe.