In 2007, A+A collaborated with Langsdale Crook in London on an experience strategy that explored the many ways that British Airways might engage its customers, digitally and physically, with the opportunities presented by the next generation of web technologies, dubbed as Web 2.0 at the time. Concepts were conceived and storyboarded for each step of the journey, from researching and booking a trip, to check-in, security, departure, and arrival.