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    APEX Awards: Etihad Airways’ “Reimagine” Named Best Original Video

    October 23, 2016  | Written by Valerie Silva
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    Image via Etihad Airways

    APEX Insight: Etihad Airways took home the APEX Award for Best Original Video for “Reimagine,” a fully immersive, multisensory experience that showcases the interior of the carrier’s new Airbus A380s.

    With virtual reality, 360-degree stills and Nicole Kidman, it is no wonder Etihad Airways emerged the victor in the APEX Award category of Best Original Video. The immersive five-minute video, called “Reimagine,” follows the Hollywood starlight as she saunters through the carrier’s new double-decked Airbus A380 on a flight from New York City to Abu Dhabi, one of Etihad’s most popular routes. “We want to share Etihad’s story in a completely new way, using technology to make our consumers a part of the narrative and to experience an Etihad Airways A380 flight first-hand, from anywhere,” said Peter Baumgartner, Etihad Airways’ Chief Executive Officer.

    “We want to share Etihad’s story in a completely new way, using technology to make our consumers a part of the narrative.” €” Peter Baumgartner, Etihad Airways

    Innovative technology and multisensory media offer an embodied experience of Etihad’s award-winning cabins, onboard atmosphere and unique product offerings. Kidman’s trajectory from the economy cabin to The Residence, where a Savoy-trained butler awaits, is seamlessly captured by state-of-the-art Red Dragon cameras, which were carefully installed throughout the aircraft’s interior. The film, produced in collaboration with Barbarian Group and MediaMonks, took six months to create.

    https://www.youtube.com/watch?v=2NxhilMIvzE

    The video isn’t just an accomplishment for Etihad or the airline industry at large: “Reimagine” marks the first time that a Hollywood actor has ever starred in a film entirely shot using VR technology. “The film demonstrates how, as an innovative brand, we continue to break down the barriers of convention and lead the way in intelligent communication and best practice not just within the aviation industry, but across the fields of marketing, communication and technology.”