So, these tykes are dreaming of airline commercials. Who knew?
Kidding aside, it’s a fresh framing device and novel approach for a category that has few new flight plans left to explore.
“Travel awakens who we are,” says director Miles Jay, who developed the work with creative studio Uncommon. “This film shows the beauty of flying and how it puts us out into the world to reveal to ourselves who we are.”
Newborns are, after all, at the start of life’s journey. Weaving that conceit into a travel narrative makes sense.
Jay’s occasionally fuzzy frames, and dream images contrasted with cabin interiors and airports, lend the :60 an appealing art-house quality. We watch present and future entwined, eternity unfolding at 30,000 feet.
“The work showcases the many journeys British Airways takes us on and the role they play in shaping our lives and who we become,” says Lucy Jameson, cofounder of Uncommon.
Saint Saviour’s “I Remember” amplifies the ethereal vibe. It’s meditative, but soars with a pop sensibility above the level of a simple ambient soundscape.
The film began breaking last night across Channel 4, ITV and Sky in the U.K., with OOH elements to follow.