I Am What I Am

Client: Virgin Atlantic

Additional credits: Production Company: Biscuit Films, Post Production: Electric Collective Theatre

The campaign draws on Virgin Atlantic’s heritage of challenging the status quo – as well as recognising that the travel industry is entering an exciting new era after the disruption of the pandemic.

The work champions the individuality of the airline’s people and customers, building on research showing that travellers find most airlines’ crew to be impersonal in their service. In contrast, Virgin Atlantic’s can be their true selves - they don’t follow a script and offer a more personal touch. The film sees customers and crew joyfully doing their own thing, set to the famous track “I am what I am”, reinterpreted by Lady Blackbird.