Orange takes a page from Burberry in soaring, acrobatic ‘Trust Journey’ spot

Seb Edwards directed the two-minute piece by Publicis Conseil, with The Mill handling VFX

Published On
Jul 06, 2023
A woman in the clouds clasping her hands to her chest

Editor's Pick

Airborne choreography has been all the rage in advertising over the past few years, largely thanks to Burberry’s impressive productions—most recently, the “Night Creatures” spot, which earned Film/TV/Video of the Year and Craft of the Year honors at this year’s Creativity Awards.

Orange, the telecom company, is the latest brand to embrace weightlessness, in a fun and frenetic two-minute spot from agency Publicis Conseil, directed by Seb Edwards with The Mill providing the visual effects.

What starts out as a drab corporate trust exercise becomes a sweeping, cinematic embrace of the unknown, as a woman escapes the office and embarks on a grand and fluid adventure—eventually tumbling backward in a most emphatic metaphor for trust.

 

The campaign, themed “More room for trust,” emphasizes Orange’s commitment to responsible digital citizenry in the world of Web3—something we saw from Deutsche Telekom this week as well, through a darker exploration of the same themes.

The Orange spot was shot in Slovenia and Carrera, Italy, and features U.K. dancer/actor Chiara Corbetta. The music is Lee Hazlewood’s 1966 ballad “Your Sweet Love.”