Making the sky a prettier place

By Published on .

Air France's latest international print campaign from BETC Euro RSCG has pulled off an amazing feat-it manages to portray the carrier as prestigious, necessary, glamorous and comfortable all within a single, simple idea. Appearing as beautiful landscapes at first, a closer look at the ads reveal a distant plane in a crucial position, becoming the horn that makes a horse into a unicorn, the baton passed between relay runners, and a hood ornament on a car, among other things. In shots proclaiming the comfort of reclining seats, the plane rests on a cotton bloom set in a fluffy field, and on a poolside chaise lounge in another. In ads proclaiming the breadth of service, one airplane rests on the moon, while another circles a globe.

Photographers Nadav Kander, Stefan Ruiz and Joel Sternfeld shot in Chile, Iceland, the U.S. and France to capture more than 20 locations and moments. The goal of the campaign, according to creative director Remi Babinet, was to suggest the success that the airline has enjoyed recently, as well as make flying seem enjoyable-a difficult feat in the current air travel climate. "We wanted to both show the most magnificent skies possible and bring Air France closer to Earth, as a reminder of the emotions experienced during extraordinary voyages," Babinet says. "We sought to capture the unique play of light and space of each of these master photographers in order to evoke the vastness and freedom of travel. The images had to reflect the same poetry and elegance of the Air France brand."

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