VIRGIN

Nothing's out of reach

Writer and Director Michael Dole created Nothing's Out of Reach for Virgin — an idea born from the brand's purpose, Champions of Better, and from the simplest thing that happens on a long-haul flight: a guest leans across to the crew member who flies the route every week and asks where they actually go in LA, in Hong Kong. That question was the whole campaign.

An airline doesn't sell international travel, it sells the confidence to go beyond — and no brochure or landmark gives a guest that confidence the way a Virgin Australia crew member who already knows the city can, not the postcard version but the real one: the Venice boardwalk over the Hollywood sign, the back-lane bars of Wan Chai over Victoria Peak.

So the line was Follow me. Because nothing is out of reach, and the idea put a crew member at the front of it, hand extended, leading the guest into the version of a city only a local could show them — across stills and film in LA and Hong Kong, then handed to Virgin's own people to post the secret places they actually go, turned into destination content for social and in-flight, and run the other way too, the same crew leading inbound travellers through an unexpected Australia.

Created as the new international network took shape, it scaled from a single human gesture to a launch experience that brought the unexpected city to the departure gate. Most travel advertising shows you the place; this one offered something better — someone to take you there. Follow me. Because nothing is out of reach.

LOS ANGELES

HONG KONG

VIRGIN

Nothing's out of reach

Director: Michael Dole
Executive Producer: Annika Johansson
Executive Producer: Michael Dole
Cinematographer: Mike Perry
Photographer: Eddy Ming
Post Production: Daughter Collective