As a concept for United Airlines, we set out to tackle one of air travel's most universally dreaded topics: the middle seat. The idea? Flip the script. Instead of avoiding it, celebrate it – and the quirky, endearing people who actually prefer it. Through a series of character-driven videos, we brought "Middle-Seaters" to life with humor and humanity, using their stories to highlight United's automatic seat-switching feature. Each spot delivered charm, relatability, and a simple takeaway: no matter where you prefer to sit, United will automatically switch you for free.