Away AI

The World is Not AI-Generated

away | 2023

As the world trends artificial, Away believes that travel is more important than ever. As surrounding brands jumped on the AI bandwagon, Away took a different perspective: that while AI will have enormous impact on our society, the magnificence of the real world (the one you can actually visit) is irreplaceable.

After all, travel brings us far from the maddening confines of technology and casts us into our wonderfully strange world—filled with culinary marvels, music not in your top 20, and new friends with new points of view. Out there, you can find spontaneity, romance, and inspiration.

The world is not AI-generated. It’s vast, human, and all around us.

In a full-page New York Times ad and in wild postings in New York and Los Angeles, Away celebrated the real world with captivating imagery and copy.

Experiential

In collaboration with the AI artist Ulises and experiential agency Superfly, Away hosted a two-day activation at The Brig in Venice Beach. Using AI technology, guests dreamed up their own unique location and had it printed as a travel postcard. The catch? Away mixed in photos of real places that were so beautiful, it was hard to believe they existed in this world. While AI certainly has the power to create unimaginable dreamscapes, Away deliberately disrupted the technology’s capabilities to show customers that extraordinary is out there, in the real world.

credits

Head of Creative: Ally Betker

Associate Creative Director, Art: Timothy Shivers

Associate Creative Director, Design: Angela Choi

Copywriter: Mitchell Quesada

Designers: Shaquille Kessi and Tina Huang

Senior Retoucher: Lizzie Braff

Producer: Amanda Weidman

Creative Integration: Brendan Rosell

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