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United Airlines Global Safety Video

Featuring priority destinations including England, Scotland, San Francisco, Hawaii, Chicago, China, Peru, British Columbia, Utah, New York City, Los Angeles, Germany, Australia, India and Brazil

Managing the Most Complicated Logistics in the Sky

  • The Challenge: Safety videos are a paradox: they contain life-saving information, yet they are the moment most passengers "zone out." The challenge was to create a film that was entertaining enough to hold attention while navigating an administrative labyrinth. A single video has 9 core scenes, but must be adapted for 12 different aircraft types and dozens of cabin configurations—resulting in nearly 70 unique technical combinations that must meet the exacting standards of the FAA, United’s Safety Team, and Employee Relations team. 
  • The Solution: We took "edutainment" to new heights with a fully modular safety system that allowed us to swap props, casting and wardrobe as need. I led end-to-end production of 3 separate global safety campaigns. These were massive "moving-target" productions that spanned 2+ months of international filming to showcase United’s priority destinations and real United employees. I served as the primary bridge between creative teams and a rigid circle of stakeholders—including United's marketing leadership, safety teams, employee relations team and the FAA — ensuring that every frame and every word was both cinematically engaging and 100% compliant with global aviation law.
  • The Result: We successfully shipped 250+ custom versions of the films to United’s global fleet, ensuring every passenger saw a video tailored to their specific aircraft and language.
    • Passenger Engagement: Our "edutainment" model was a huge hit with passengers, especially high frequency travelers who would have to sit through the video frequently.
    • Brand Equity: We transformed a functional requirement into a high-visibility marketing asset that reinforced United’s status as a premium, global carrier.

2016 Safety Video

2017 Safety Video

JOEY ZIARKO | Global Marketing Leader

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