Delta Air Lines
Centennial Celebration in Sphere
Producing an event at Sphere Las Vegas is a monumental endeavor, particularly given the venue’s intricate logistics and the necessity for long lead times to design and upload graphics onto its expansive 160,000 square-foot LED screen. When Delta Air Lines chose to commemorate its centennial anniversary at Sphere, featuring a keynote from CEO Ed Bastian, the urgency to execute was paramount. To facilitate this, Big Fish was enlisted to lay the groundwork swiftly and effectively.
Big Fish’s CEO, Robin Fisher Roffer, promptly traveled to Delta’s headquarters in Atlanta to conduct a comprehensive day-long messaging workshop. This workshop was instrumental in distilling the core themes, key messages, and narrative structure for the keynote. The culmination of this session was the development of a Messaging Hierarchy that served not only as a cohesive internal alignment tool but also as a strategic roadmap for the upcoming presentation.
Greatly accelerating the scriptwriting process, Delta leveraged the Messaging Hierarchy and an initial draft of the keynote provided by Big Fish as a foundation. Internally, Delta’s team incorporated technology and partnership announcements, while seamlessly integrating Ed Bastian’s personal voice into the narrative. Additionally, designer Sami Saaud made bold and innovative graphic choices, resulting in a visually stunning presentation.
During his address, Ed Bastian shared Delta’s ambitious vision for the future, paying tribute to the extraordinary Delta People and Partners—those creators and dreamers who propel the company forward. The presentation conveyed Delta’s steadfast commitment to putting people first and delivering innovation with heart, reinforcing the notion that Delta is more than just an airline.The unique combination of visionary storytelling, striking visuals and the use of Sphere’s extensive array of immersive features fostered deep audience engagement, received critical acclaim, and notably contributed to an immediate rise in Delta’s stock price. The event was not only the highlight of CES but also a resounding success that set a new standard for corporate celebrations.