Etihad Airways wanted to create a new inflight film to celebrate Etihad’s fashion partnerships and connectivity across fashion capitals worldwide.
Runway to Runway was developed to draw parallels between the production of a high-end fashion show and the preparation that goes into ensuring a safe and comfortable flight for Etihad guests.
One of the core ideas behind the film was to take viewers on a seamless journey through a high fashion show. We cleverly weaved air safety messages into the realistic actions of models and stylists. To play on this seamless journey, much of the film was shot in a single take. The fashion set and lighting was designed and built from scratch for the project by world renowned designer Tupac Martir, while the runway scene was shot at Cotswolds Airport in Gloucestershire.
Featuring catwalk dresses from British Fashion Designer Julien Macdonald along with 17 IMG models, the film also features members of Etihad’s award-winning Cabin Crew, as well as unique integrations with global brands such as IWC Schaffhausen and BMW.
The film was launched to Etihad staff at the Etihad Airways Training Academy in Abu Dhabi and then unveiled to the public that evening at a high profile press event in the Etihad Airways VIP lounge at New York Fashion Week 2017
To date the film has already received over 5 million combined views on social media.
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