“WHERE YOU HEADED?” with ALaska Airlines
Mogg Media created a comedic sports commercial for Alaska Airlines featuring Wave FC and San Diego FC players at Snapdragon Stadium in San Diego. Centered around the line “Where Are You Headed?”, the campaign highlighted Alaska Airlines’ nonstop destinations from San Diego through a clean, dry-humor concept rooted in athlete storytelling, local identity, and cinematic commercial direction.
The Challenge
Alaska Airlines needed a campaign that highlighted its nonstop route network out of San Diego in a way that felt memorable, local, and distinct from a traditional travel ad. The creative also had to work with a major production constraint: capturing a concept built around eight Wave FC and San Diego FC players in just a two-hour window with all talent on set. That meant the idea had to be simple, sharp, and executable at a high level under real time pressure.
Our Approach
We built the concept around one repeatable, high-functioning idea: players calling across Snapdragon Stadium asking, “Where are you headed?” and responding with Alaska destinations in a dry, comedic style. The structure allowed us to create something playful and cinematic while staying efficient in production. Visually, we leaned into clean compositions, natural San Diego light, and understated performances so the humor and rhythm of the dialogue could carry the spot. The approach balanced brand clarity, athlete personality, and a production plan tight enough to maximize the limited time with all eight players.
Services
Creative development, concepting, scriptwriting, directing, production planning, athlete-focused commercial storytelling, and post-production oversight.
Our Approach
The campaign transformed a straightforward route message into a polished, location-driven sports spot that felt both strategic and entertaining. Despite a compressed two-hour window with all eight players, the final piece delivered a clean, memorable concept that showcased Alaska Airlines, celebrated San Diego soccer, and reinforced the brand’s commitment to the market.
