Virgin America Image Library
This is one of the earliest examples of what was to become a signature of The New Cruelty: integrated photographic production. The original brief from Anomaly was to produce a broad range of images for use by Virgin America in the lead up to their launch. The project was a challenge as up to that point, VA only had one plane, with no seats, and with a freshly painted livery was highly secret.
Our solution was to provide two photographers; produce both separate shoots over a period of three months; and deliver all of the images through one seamless post-production process.
We took a renowned car photographer AlexP to Greenville, Alabama, to shoot the brand new Virgin America A320 - fresh from the paint shop. We also supplemented this first shoot with additional detail shots of the aircraft and behind-the-scenes footage.
The second shoot took place a few months later at San Francisco's International Airport, where James Bareham shot a library of images of the new plane interior––including pictures of each of the unique lighting states, details of the seats, entertainment system and features––as well as creating a series of iconic product images that would be suitable for use in ads and online.
Our final task was to was to retouch and grade the complete set of hires images for Virgin America. This included creating a master set of shots in both RGB and CMYK of the A380 exterior (from Greenville) and the interiors (from SFO).
The final element of post production was grading a series of images to create a fluid transition of the lighting states for use online in digital form.
Client: Virgin America
Photographers: Alex P / James Bareham