Creative Work by Sean Pruen
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Title: Fly Well

Client: British Airways

Agency: Ogilvy Group UK

Year: 2013


Awards: Awwwards - Site of the Day

This web experience showcases how the new British Airways aircraft actually increase passengers well being. This is portrayed through a woman gently floating in space, supported by a comfortable bed of sculptural flowing fabric. Through simple interaction the many features of the aircraft are explained presenting the idea of Fly Well.

I was responsible for directing the shoot of the woman and overseeing all the post production of her. The project presented many technical challenges which required careful planning. The main challenge was the high speed 360 camera move.

We first pre-visualised the shot in 3D software so that we could plan the camera move before we came on set. Because we wanted to shoot at such a high frame rate we needed a camera dolly that would travel around a 360 track extremely fast. We used a camera rig which was in an early development stage and had only ever been used once before. The camera eventually travelled around the track at 5 meters per second making this a first of it’s kind for high speed photography.

Watch the video below to see the rig in action.