• by Larissa Faw , May 12, 2014

This month, Eleven San Francisco is introducing new out-of-home advertising for Virgin America to encourage travelers to upgrade their seats.

"Basically, we wanted to take the feel of flying Virgin America, and bring it to life visually," says Mike McKay, Chief Creative Officer, Eleven.

The ads - by European photographer Javier Tles - provide a stylized dramatization of the feeling passengers get when upgrading to Virgin America's First Class or Main Cabin Select. As such, one passenger is imagined in a luxurious bath while sitting in his seat, while a women is imagined sitting on a throne. 

"When it came to choosing a photographer, Javier had a two things we were looking: A sense of humor and stunningly beautiful work," says McKay. "Often, that can be tough to find. You either get one or the other when it comes to photographers."

The print out-of-home advertising and airport roll-up banners are currently running in San Francisco, LA, Newark, New York, Dallas, and Washington DC. There’s also digital out-of-home media and static banners on Facebook and Twitter. An animated ad designed for tablets runs in this months’ Wired magazine. 

Eleven has worked with Virgin America for eight years. In addition to this effort which is an extension of the current Virgin America brand campaign, the agency is developing new brand work for the airline that will be a "fully integrated effort focused on business travelers with an entrepreneurial mindset," says McKay.