As Virgin Atlantic emerged from the global pandemic it was clear that whilst the business had survived, the brand was not unscathed. Seen as less distinctive and desirable than its competitors, it was struggling to cut through to a broad customer base. To appeal at scale, research identified that Virgin Atlantic needed to demonstrate it was a purposeful brand which offered personalised experiences. ‘See the world differently’ was a standout campaign of 2022 which drove powerful commercial results, specifically a 15% increase in communications awareness and a 14% increase in brand consideration. The campaign drove an increase in key brand image statements, including a 6 percentage point increase in perceptions of Virgin Atlantic being an ‘inclusive’ airline. A 4 percentage point increase in Virgin Atlantic being seen as an airline for ‘someone like me’ and a 5 percentage point increase in associations of being an airline with a ‘purpose’.

The brief was open to gender, sexuality, age, ethnicity & disability.

At its heart, this had to be a film about championing diversity and how we express our uniqueness. I spent weeks casting, finding authentic characters that translate their idiosyncrasies on stage. Virgin Atlantic has become a brand synonymous with embracing and celebrating your own identity; for me, this meant focusing on being loud and proud. So, I kept the film simple and cinematic – no trickery or gimmicks. I just allowed our characters to shine throughout - Director.