Even the best message is only as good as how it's delivered. For SEA Airport's holiday campaign, we put that to the test—literally. We ran an A/B visual test pitting photography against graphics to see which creative approach resonated more with travelers, all wrapped around practical tips for navigating the holidays at the airport.

It was a small but mighty experiment that turned seasonal content into a real learning opportunity, letting the data inform not just the campaign but future creative decisions down the road.