Romain Quirot Crafts Magical Air France Safety Video
Romain Quirot takes us on a musical stroll through France in his latest project for Air France, conceived by agency Aura by Omnicom. The film -- the flight carrier’s new in-flight safety video -- is a poetic tribute to French travel infused with Romain’s trademark style of seamless transitions and choreographed shots, fun casting and performances, and a couple easter eggs, because why not?
Two flight attendants lead the safety briefing, taking us on a lively and fast-moving journey through the iconic landmarks of France – from the steps of the Opéra Garnier to the gardens of the Palace of Versailles to the sunny French Riviera to the legendary Hotel Martinez. The stroll continues through the vineyards of Provence, Musée du Louvre, a fashion show, café terraces, and the banks of the Seine before concluding atop the sparkling Eiffel Tower.
Romain was tasked with creating a joyful, cinematic viewing experience that would hold the attention of passengers while capturing the essence of the Air France brand and safety guidelines. Taking a page from the classic cinematic worlds of French filmmaker Jacques Demy, Romain constructed the film’s mise-en-scène, gravitating towards timeless, French-chic imagery infused with ballet-like movement and color.
“The stakes were high due to the popularity and reception of Air France’s last in-flight film, which was one of the first to revolutionize and infuse a very unique style to the genre,” says Romain, “This time around, we wanted to remind people of the best France has to offer -- and to make them dream of tomorrow’s world. As a filmmaker, it was an exciting opportunity for me to push the limits of this type of video, creating entertaining content that’s true to the Air France brand, and knowing it’ll be seen by 150 million Air France passengers over the next six years. It was also important to convey the mandatory safety instructions but in a fresh and surprising way. After all, air travel has to be safe but it should also be fun.”
Each safety guideline is given an interpretive twist by going out of the cabin and into the world. Buckling up happens at the opera, chair reclining is reimagined in a lounge chair on the Riviera and so on. From carefully planned camera sequences and scene blocking to editing and visual effects, Romain infused choreography into every aspect of the film. The tone of each scene was further elevated by the original score from César and Oscar-winning French composer Ludovic Bource.
In a fun nod to Alfred Hitchcock’s penchant for “easter eggs” in his films, Romain followed in his footsteps, offering passengers the chance to discover something new every time they hop aboard an Air France flight – including a secret cameo by Romain himself.
““TO SAY ‘ACTION’ AND LIGHT THE EIFFEL TOWER BEFORE PARIS WAKES UP WAS A DREAM COME TRUE!””
Considering the massive scale of the shoot spanning dozens of locations, a cast of hundreds, and Hollywood-quality production design and cinematography, getting the film across the finish line under Covid restrictions was a monumental feat.
For Romain, celebrating the beauty and culture of his home country through his love of filmmaking was the greatest reward of all.
"To say ‘action’ and light the Eiffel tower before Paris wakes up was a dream come true,” concludes Romain. “Collaborating with a brand that embraces true cinema on the level that Air France does is a rarity. I was honored to bring their story to life.”
Read more about it on Shoot, Forbes, LBB, Travel Weekly, Reel360, Travel + Leisure.
