Qatar

Qatar Airways set out to redefine the pointy end of the plane. Qsuite was the first Business Class product to offer a genuinely private, customisable suite in the sky.

I developed the copy for its global launch. That meant writing the scripts for the films, and all of the social and web content, giving a premium, category-defining product the language to match.

The proof is what happened afterwards. Qsuite went on to win World's Best Business Class and Best Business Class Seat at the Skytrax World Airline Awards. Passengers were still voting for it years later, against newer rivals. Sliding doors are now standard and direct aisle access is expected, because Singapore, Emirates and Cathay all had to build an answer to it. Launch copy doesn't create a product like that. But getting to write the words that introduced it to the world, before anyone knew what it was, is the closest I've come to a category being reset while I was in the room.