Alt.Vfx partnered with DDB Sydney to launch Virgin Australia’s new ‘Uptimists’ campaign.
In response to what Inese Kingsmill, Chief Marketing Officer at Virgin, identified as a time of global uncertainty, ‘Uptimists’ reminds audiences that ‘even when times are tough, a positive attitude helps achieve better outcomes’.
An upbeat voiceover promises that ‘we don’t lie in. We get up. We don’t back down. We rise up. When we get to work, we stand out and step up’, reflecting the unique ‘positive energy and can-do attitude’ of Virgin flight staff.
Ben Walsh, Chief Creative Officer at DDB Australia, concurred that ‘Virgin as a brand is the embodiment of optimism’.
The integrated campaign includes a series of TVCs alongside digital, outdoor, magazine, print, social media and radio spots.
Alt’s VFX Supervisor Dave Edwards provided on-set shoot supervision in Melbourne, while the Sydney team crafted digital environments and sophisticated VFX shots. Compositing, grading and mastering completed the effort.