Add to Collection
About

About

A project to create a library of images for the launch of a brand new airline with only one plane - which had no seats and a top secret paint job… Read More
A project to create a library of images for the launch of a brand new airline with only one plane - which had no seats and a top secret paint job. Commissioned by Anomaly for Virgin America Read Less
Published:
Interior Lighting State | Boarding

Interior Lighting State | Day
Interior Lighting State | Meals
Interior Lighting State | Early Evening
Interior Lighting State | Evening
Interior Lighting State | Sleep
On-Board Entertainment | Red
Main Cabin | Seat Back Entertainment
Main Cabin | Overhead Bins
Main Cabin | Tray Table
Main Cabin Select
First Class | Reading Table
First Class | Reading Lights
VA Airbus 320 | Cockpit
VA Airbus 320 | Tail
VA Airbus 320 | America

VA Airbus 320 | Engine Detail
VA Airbus 320 | Detail
VA Airbus 320 | Tail & Wing Tip Detail
VA Airbus 320 | Taxiing - 01
VA Airbus 320 | Taxiing - 02
Virgin America Image Library
 
Though this project began a couple of years before the New Cruelty was officially founded, we used the experience as the basis for our integrated creative production model—and as the final round of retouched images were delivered AFTER the New Cruelty opened it's doors, Virgin America could also be very classed as our very post-production client.

The original brief from New York agency Anomaly was to produce a brand library of images for use by Virgin America in the lead up to the launch of the airline. The project was a logistical challenge as the airline only had one plane, with no seats, and with a freshly painted livery that was highly secret at the time.

The solution was for two different photographers to shoot over a period of a few months. Firstly, AlexP (a British car photographer) travelled to Alabama to shoot the brand new Virgin America A320 fresh from the paint shop.

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 brand new plane interior (including pictures of each of the unique lighting states, details of the seats, and entertainment system) as well as creating a series of iconic product images that would be suitable for use in ads and online—the vast majority of which are still in use today.
 
Client: Virgin America
Agency: Anomaly
Plane photographer: Alex P
Plane interiors photography: James Bareham
Retouching: Benn Storey / James Bareham