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Virgin America's 35,000 ft 'Good Life'



High-flying experience for Branson from Tool of North America and Eleven Inc

Virgin America's 35,000 ft 'Good Life'


The Mission teamed up with Tool of North America for a groundbreaking, high-flying interactive experience for Virgin America out of Eleven Inc., San Francisco.  The ambitious web tour allows viewers to experience Virgin’s innovative amenities, suave-club-like ambiance and also to meet some of the airline’s forward-thinking customers like restaurateur Vinny Dotolo, Pitchfork founder Ryan Schreiber and designer Dror Benshetrit. 
Click  HERE to “Experience how good life can be at 35,000 feet.”
The Mission was brought on to add the inspired slingshot transitions, titles in tracking sections, compositing and comprehensive color grading.  The Mission’s creative director Rob Trent and VFX producer Ryan Meredith spearheaded the project’s VFX and color.  Says Trent, “Maintaining the viewers’ interest throughout the story was key: we wanted them to keep sling-shotting themselves through to the end, so we made the transitions as seamless as possible, all with a consistent, Virgin-brand color palette to make it gel.” 
The Mission handled every slingshot effect, including the visually stunning opening on the SFO tarmac.  The viewer is launched from SFO airport upward to 35,000 feet to begin interacting under Virgin’s soft, magenta light.  Once we’re in the cabin, we see fliers comfortably sipping drinks while watching an actual baseball game from their seats.  A pitch soars toward the batter at regular speed, then ramps to super-slow-motion—1000 fps shot with the Phantom Camera—before freezing, giving viewers the option to hit the ball, or slingshot themselves, to the next tableau.  Once ‘slingshotted,’ we’re in the middle of a snowy forest, a movie, where a woman battles a mysterious beast.  Passengers look on rapt from their seats.  Next is a raucous concert, then a tour through one of Virgin America’s spacious planes where we meet notable individuals including a Virgin Galactic pilot Mark Stucky, see floating The Mission-created titles throughout and comped images on computer screens.  The experience closes on buttons that allow you to do it all again, see Virgin’s destination cities and view photographs taken by customers.     
Client: Virgin America
Title: “Experience Virgin America” 
Agency: Eleven Inc., San Francisco
Account Director: Rob Garnett                                   
Account Supervisor: Molly Warner                       
Account Manager: Tina Arguelles                       
Associate Creative Director: Ted Bluey                                   
Senior Writer: Joanne Torres                        
Senior Art Director/Designer: Matthew Wakeman                        
Senior Integrated Producer: Jeff Macke                                   
Integrated Producer: Christine Cheng                        
Head of Integrated Production: Anastacia Maggioncalda                        
Business Affairs: Michelle Potts                        
VFX Company: The Mission, Venice, CA
Executive Producer: Michael Pardee           
VFX Producer: Ryan Meredith                        
Creative Director: Rob Trent                                    
On-set VFX Supervisor: Michael Gibson                       
CG Supervisor Piotr Karwas                       
Animator: Samir Lyons                                   
Production Company: Tool of North America
Directors: Erich Joiner, Ben Tricklebank
Managing Director: Brian Latt                                   
Executive Producer: Oliver Fuselier                        
Executive Producer: Dustin Callif                        
Line Producer: Joby Ochsner                        
Director of Digital Production: Joy Kuraitis                        
Digital Producer: Kristen Koeller                        
Technical Director: Bartek Drozdz                       


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Categories: Travel, Services, Thu, 04 Oct 2012 10:09:11 GMT