For over a decade, Air New Zealand has partnered with Warner Brothers to promote the Hobbit Trilogy. With the premiere date of the final film in the trilogy drawing near, it was up to us to help the official airline of Middle-earth create a fitting tribute and entice people around the world to experience the real Middle-earth for themselves.
This was to be the third Middle-earth style video Air New Zealand had created to celebrate the Hobbit. In order to delight fans afresh, this one had to be really special.
We started hatching a safety video to top all safety videos… ‘The Most Epic Safety Video Ever Made’.
The plan, to treat fans to a truly epic Tolkien-style take on safety, delivered with a healthy dose of humour.
We took the video outdoors and into breathtaking locations from The Hobbit Trilogy, transformed the flight attendants into elven characters, packed the video with Middle-earth inspired characters and included more than a few surprises to keep viewers entertained.
To up the epic-factor even more, we enlisted Oscar-nominated Kiwi talent Taika Waititi as our director and filled the spot with celebrity cameos from Hobbit stars Elijah Wood, Dean O'Gorman and Sylvester McCoy, as well as legendary director Sir Peter Jackson, Weta Workshop co-founder Sir Richard Taylor and the multi-talented Taika Waititi.
For a project of this size, it was all hands on deck. We’d like to thank the folks at Curious Film, Commotion, Weta Digital, Factory Studios and of course Dave Whitehead and Fiona Champtaloup for their help. And full credit to Air New Zealand for believing in the idea and leveraging their relationships to make magic happen.
Christened ‘The Most Epic Safety Video Ever Made’, this safety video had a lot to live up to…
The response has been epic indeed. With almost 120,000 people viewing it online every hour, The Most Epic Safety Video Ever Made has achieved a record 16 million online views within a week of release – making it the airline’s most popular safety video yet.
The video has also been featured by some of the world’s most popular entertainment and news websites, including CNN, Time, Mashable, Buzzfeed, Perez Hilton, Huffington Post and Reddit, among many, many others.