Social Media Star Zach King Flips Between Reality and Illusion
In-flight safety demonstrations have come a long way in recent years. Now, Turkish Airlines has created its own take on the traditionally dull briefing by introducing a touch of magic to proceedings.
Crispin Porter + Bogusky London brought in social media magician Zach King to capture passengers' attention with an entertaining and informative film that flips between reality and illusion.
The mischievous King puts on a seat-belt that is already fastened, turns his laptop into a piece of pink paper, transforms an adult passenger into a child, converts a t-shirt into a fully-functioning life vest, and blows up emergency slides using a straw.
CP+B even brought in cognitive psychologist Dr. Gustav Kuhn as a consultant on the project, to help make the film as engaging as possible. He said in a statement, "Magic is one of the oldest and most globally relevant art forms, studied by psychologists and neuroscientists alike for its ability to involve and indeed engross an audience. It's exciting to see an airline tap into this reality, taking the modern inflight safety video in a whole new direction."
Zach King, who made his name on Twitter's recently-closed Vine platform, takes credits for director, production company, edit house and post production on the film.