Like many airlines, TUI's inflight safety films were often perceived as dull and uninspiring. The client openly acknowledged in that their efforts to cater to multiple markets, some with more conservative tastes, had resulted in a dilution of creative vigour.

Dissatisfied with the status quo and eager to elevate their branded content, they tasked us with crafting a film that would captivate attention rather than encourage passengers to bury themselves in their phones.

While ensuring the essential safety information was effectively communicated, our challenge was to create an engaging piece of entertainment that also aligned with TUI’s overarching strategic evolution: transitioning from a renowned European package-holiday provider to a globally respected travel brand.

This film needed to reflect the brand’s commitment to delivering ‘TUI Smile worthy’ experiences and seamlessly integrate with their promise to prioritise customer happiness (and of course safety) above all else.

In “Safety: A Global Film”, each segment was a meticulously crafted tongue-in-cheek homage to classic film genres. Our hero finds herself on a multi-country journey that is brought to life through five different film genres, showcasing the different aircraft safety features. From an action-packed New York car chase reminiscent of Hollywood blockbusters to teach audiences about proper seatbelt usage, to Egyptian hieroglyphics showcasing the emergency exits, to a Chinese pagoda scene where we demo the oxygen masks and lifejackets, to a spy in a French Film Noir with a big no smoking message, and the grand finale set as a Bollywood dance that reminds passengers to store luggage in the overhead compartment. We finish off inside the aircraft, with final checks before take off!