When United announced its commitment to achieve carbon neutrality by 2025, CEO Scott Kirby wanted to tell the story in his own way.  From the top of a mountain.

With a small crew and a core team of United creative execs, we braved some steep trails and shot this piece in a spot that held a lot of personal meaning for Kirby.

Mixing organic footage from the woods with additional footage captured on runways around the country and 3d renderings of forthcoming tech, the Lima Charlie team tied the room together on this piece that ran on all flights for more than a year.