The belief that harmony can be engineered extends into every facet of All Nippon Airway’s business—from their flagship lounges in Tokyo to the award winning in-flight dining. So when restrictions on mobile devices during takeoff and landing were lifted, we saw an opportunity to extend the brand’s “By Design” platform even further.

Research shows that nearly three out of four people feel anxious during air travel, and that puzzle games are one of the top ways they relax. To maximize the in-flight experience for ANA flyers, we created Takeoff Mode—the first app powered by takeoff. The app is able to detect when a plane is taking off and actually responds in real time—blurring the lines between physical and digital environments. Immersive gameplay responds to users’ movements, and the soothing soundscape promotes relaxation.

With ANA’s Takeoff Mode, flying is more enjoyable and takeoff is more relaxing. Mobile devices are now clear for takeoff.