All Nippon Airways takes flight with dream-like campaign from VMLY&R and Ntropic

Japan’s largest 5-Star airline, All Nippon Airways (ANA), has unveiled a visually stunning new campaign aimed at affluent millennial international travellers. 

Called Japan Elevated, the effort includes a series of 2-minute, 30-second, 15-second and 6-second videos created by ANA’s US agency of record VMLY&R with VFX by award-winning content creator Ntropic.

Set on a typical airline flight, the video quickly evolves to engulf the passengers in an escalating series of visual delights, including a literal walk among the clouds, culinary abstractions, and synchronized dance, all symbolizing ANA’s singular in-flight experience. “ANA is unique in the airline category, delivering an experience that brings people the fine quality of Japan in a way that is uniquely authentic and inspiring,” explains Mika Hayama, ANA’s director, PR & branding of the Americas. “We create an air of extraordinary
during our flights that gives passengers a glimpse of Japan before they arrive in Japan. We are excited to partner with VMLY&R to launch this campaign, which brings to life the dreamlike experience of travelling with ANA.”

Vibrant and surreal, the FX-heavy project required a close partnership between the agency, Director Philippa Price and Ntropic’s team of artists in order to bring the complex vision to life. “Our collaboration was an unusual hybrid of different skills and approaches,” confirms Senior Flame Artist Amanda Amalfi. “When you work with ideas that are so abstract, the challenge becomes how to balance the overall concept with what’s achievable. Keeping an open line of communication on a fast-paced shoot allowed us to find the right mix of fantasy and reality while still maintaining that remarkable vision.“