In Flight with Light: Saskia Wilson brings Swiss Airlines’ renewed brand identity to life
In collaboration with the Swiss-based agency Thjnk Zürich, Australian photographer Saskia Wilson crafts subtle yet evocative images that elevate Swiss Airlines to unveil its renewed brand identity.
The emphasis is on the small details and human moments that make the travel experience distinctive and personal, offering a modern approach without resorting to familiar clichés.
True to her style, Wilson has captured the essence of the Swiss Airlines experience through a world of vibrant, heartfelt storytelling. The images speak to the emotional journey of travel, blending harmoniously with the cinematic quality of the broader campaign.
Says Cornelia Zehnder Späth, head of marketing communication campaigns, Swisse Airlines: “This seamless, interlocking of our service offerings is of central importance to us.”
Wilson’s work reflects this ethos, adopting natural light to enhance the sense of movement, intimacy, and elegance in every frame.
From the warmth of cosy interiors to the grandeur of sweeping aerial views, Wilson’s lens depicts a portrait of modern travel where comfort, ease, and attention to detail flow effortlessly together. The play of light in her images delivers each moment an intimate, almost tactile quality, capturing the delicate balance between service, human connection, and the journey itself.
Whether onboard, in the lounge or destination, Wilson’s photographs allow the viewer to feel the quiet luxury of Swiss Airlines’ hospitality as it extends across the globe. Each image is an understated yet powerful reflection of the airline’s ethos, brought to life through Wilson’s nuanced use of light and her sensitive approach to visual storytelling.
The Pool Collective
Saskia Wilson, Photographer & Director
Cameron Gray, Project Direction
Dhondup Tersey, Producer, Zürich
Jean Francois Rioche, Jaume Fite, Producers, Andalusia
Cedric Widmer, Digital Tech
Aaron Graf, Camera, Zürich Adria Feriche, Camera, Andalusia
Chrigi Eser, Gaffer, Zürich
Philipp Junker, Lead Stylist
Julia Zehnder, Styling assistant
Post Production by @ring_studio
Thjnk Zurich
Alexander Jaggy, Pablo Schencke (GF Creation)
Tobias Röben, Artur Deyneuve, Lukas Amgwerd, Lukas Frischknecht (Creative Direction)
Daniela Bär (Copy)
Susanna Fill, Fabian Esslinger, Isabelle Hauser (Art Direction)
Lea Scherz, Julien Le Goff, Josephine Jeanguenin, Laura Starace (Graphic Design)
Andrea Bison (GF Consulting)
Claudia Ziltener, Romaine Brunner, Anoushé Dastmaltschi, Marisa Studer, Lukas Steiner (Consulting)
Gordon Nemitz (GF Strategy)
Carole Räber, Fabienne Peyer (Strategy)
Thomas Nabbefeld, Laura Früchtenicht, Marcus Wetschewald, Katja Sluyter (Producing, Art Buying)
Caroline Milecki, Irem Nisa Dogan, Judith Sievers, Julia Raatz, Philipp-Morten Gohla, Thomas Giang, Tim Kuphaldt (Social Media)
Swiss Airlines
Stefan Vasic (Head of Marketing)
Cornelia Zehnder Späth (Head of Marketing Communication Campaigns)
Roman Glauser (Team Lead Social Media & Dialogue Marketing)
Kim Vetter (Project Lead)
Andrea Laube (Project Lead)
Caroline Ronzani (Project Lead)