New Etihad 360 VR film ‘Flying Reimagined’ offers viewer interaction

Nicole Kidman for Etihad AirwaysEtihad Airways has released a 360-degree virtual reality film as part of their international ‘Flying Reimagined’ campaign.

The five minute film, starring Nicole Kidman, was produced in collaboration with Barbarian Group and MediaMonks. It was shot in Abu Dhabi over six months in a customised A380 aircraft, using Red Dragon cameras and requiring the installation of hundreds of lights.


MediaMonks’ global director of VR, Ola Björling, said: “As the most multi-disciplinary medium there is, virtual reality relies more heavily on craft and execution than anything that has gone before it. We believe the display of artistry in every facet of this production is setting a new benchmark for live-action VR.”

Now available on the Apple Store and Google Play, the audience follows Kidman on a first class flight between New York and Abu Dhabi, showcasing the customer service which is central to Etihad’s brand image.

The use of 360-degree visual technology allows the audience to ‘experience’ the luxurious interior design and ‘interact’ with the in-flight staff with an unprecedented level of realism.

Etihad Airways’ chief executive officer, Peter Baumgartner, said: “We want to share Etihad’s story in a completely new way, using technology to make our consumers a part of the narrative and to experience an Etihad Airways A380 flight first-hand, from anywhere.

“The film demonstrates how, as an innovative brand, we continue to break down the barriers of convention and lead the way in intelligent communication and best practice not just within the aviation industry, but across the fields of marketing, communication and technology.”

After Kidman’s involvement in Etihad’s 2015 advertising campaign proved highly lucrative for the airline, senior vice president of marketing, Shane O’Hare, claims: “the decision to take this partnership to the next level was an obvious one”.

“This immersive VR film is a massive step-change in the way we present the Etihad Airways brand and product to the consumer using highly innovative new mediums.”


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