Let’s be real here: When the flight attendant says, “Now please turn your attention to the safety video,” what you really hear is, “Finally, time to relax and take a nap.” With flying becoming a regular habit for most of us, frequent flyers generally know what’s up and how to handle the basic emergency necessities. The only time we really focus our attention on the safety info is when we forget to bring a book or magazine and get stuck with the safety card for entertainment!
Airline empires have taken notice and really made an effort to change that. Creativity never seen before in the cabin of a 747 has been brought in to try to capture the difficult audience. Safety videos are now mini-movies ranging from romance, to action, to dance. When it comes to flying, it is all about the experience. What better way to stand out in a crowded market then by putting a twist on an old tale.
Virgin America’s Safety dance video directed by Jon M. Chu went viral in October 2013. The safety dance video now has over 10 million views and also won the Annual Shorty Award in 2014.
Now Air New Zealand has taken the lead with its newest safety video themed around the movie “The Hobbit.” The safety video has only been released for a little less than a month and has over 11 million views. A sequel to their first Hobbit-based safety video (An Unexpected Briefing released in 2012) the latest film is shot on location in New Zealand, instead of in the confines of the aircraft cabin.
So now, ladies and gents, buckle up, sit back,and travel safe with the Hobbits, Elves, Ogres!
Air New Zealand “The Most Epic Safety Video Ever Made” (2014)
Executive Creative Director:Craig Pethybridge
Producer: Fiona Champtaloup, Matt Noonan
Visual Effects:Weta Workshop
DoP:Lachlan Milne, Darryl Ward
Editor: Luke Haigh (Curious)
Behind-the-scene of the Epic Safety Video Ever.
These guys seem having great fun of making it.
An Unexpected Briefing (2012)
The first In-flight Hobbit safety video, with guest appearance including Oscar-winning director Peter Jackson, Mike Tokien and Royd Tokien, the great great grandsons of the author of the Hobbit, J.R.R. Toikien.
Director: Josh Frizzell
Producer: Katie Millington
Production company: 8com
DoP: John Toon
Post production: Toybox
Editor: David Coulson
VFX Supervisor: Bruce Carter, Toybox
Gollum animation: Weta Digital
Betty White With Air New Zealand in “Safety Old School Style” (2013)
Air New Zealand has more to offer than the Hobbits. in 2013, it launched a playful in-flight safety video starred by Hollywood comedian Betty White at her age of 91 with unbelievable charms.
Production Company: 8com
Director: Josh Frizzell
Production Company Oroducer: Jozsef Fityus
DOP: Renaud Maire
Editor: Alex O’Shaughnessy
Music Composition: Genyus Music/Joel Haines
Fit To Fly (2011)
The campy American fitness coach Richard Simmon brought a hilarious start of flight for ANZ’s passengers. This fun in-flight discotheque video studded with celebrities faces: Amazing Race presenter Phil Keoghan, television personality Paul Henry, Temepara George of the Silver Ferns netball team and Air New Zealand CEO Rob Fyfe.
Virgin America Safety Video #VXsafetydance
Spot: “Pay Attention”: In-Flight Holiday Safety Video
Agency: Wieden + Kennedy, New York
Director: Matt Aselton / Azazel Jacobs
Executive Producer: Marc Marrie
DOP: Corey Walter
VFX Company: MPC