TAKEOFF
MODE —
Air travel makes people anxious, 72% say so, and the minute of takeoff is the spike. When device restrictions were lifted, ANA saw a chance to extend its “By Design” philosophy from lounges and cabins to the very moment wheels leave the ground. Takeoff Mode is the first mobile experience powered by Takeoff itself: the app detects liftoff and shifts into a calming, tactile puzzle with a soothing soundscape.
We created a brand moment that people could truly feel. R&D tuned advanced audio and vibration detection to the aircraft environment. Gameplay responds in real time, blending physical and digital cues as altitude climbs. A small ritual that makes takeoff more enjoyable, fits the brand’s engineered harmony, and signals a new kind of service design, where the experience doesn’t start in the sky — it begins at liftoff.
