Film Craft > Production
IN-FLIGHT SAFETY VIDEO
TBWA\PARIS, Boulogne-Billancourt / AIR FRANCE / 2021
Overview
Credits
OVERVIEW
Write a short summary of what happens in the film.
In this film, we follow an Air France hostess and steward through various places that are symbolic of France. These places are used as settings in which to go over the airline’s safety instructions. After the film opens majestically on the steps of the Garnier Opera House in Paris, our actors walk between the French Riviera and Versailles, from the banks of the Seine to the vineyards of the South, not to mention the Eiffel Tower and the Louvre, to point out the right things to do onboard an Air France aircraft, whether it’s how to use life jackets, oxygen masks, or electronic devices.
The film closes on a drone’s-eye-view of our country’s most iconic place, the Eiffel Tower, specially illuminated, at the top of which the Air France crew give us a wave.
Cultural / Context information for the jury
This new safety film arrives 5 years after the previous one, for technical reasons (changes in safety advice, new aircraft), but especially to better correspond to the brand image of Air France: a concentrate of the best of France and its culture.
The film projects a more inclusive image (the hostess is now joined by a steward, and a broader mix in the representation of personnel and passengers). It is more modern, more elegant, more prestigious, and thus kindles the desire of foreign travellers to come and discover France’s wealth of beautiful sights and the country’s art of living.
Depicting a chic but very colourful vision of France, full of movement, and with music composed by Ludovic Bource (award-winning score for The Artist), this film is a nod to musicals as a genre.
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