The launch of Delta's reimagined terminal at LAX. Delta Air Lines has invested quite a hefty sum into making major improvements to their terminal at Los Angeles airport. We were asked to create some conversation around the new terminal. So we proposed making it appear as if the iconic LAX sign had been modified overnight to read LUX. An unbranded hoax video of the covert operation would be leaked on social media creating speculation and general buzz around the airport. Post-video, Delta's new LAX terminal campaign would be branded with the LAXtoLUX url.