I love the rush along the runway, the sudden awareness there’s no ground beneath, the sense that you’re going somewhere…

I don’t enjoy the safety briefing. It’s not only boring, it’s, well, non-human.

For some reason, when organisations have to speak to everyone, they adopt a particularly pernicious form of officialese. Maybe they think they’re being accessible and inoffensive. But really they’re being obtuse.

Not Virgin America, though. Their safety video is entertaining and well-thought-through. It’s a fantastic example of taking an everyday message one step further, and creating a genuine brand experience.

The design and animation is outstanding, and so is the writing. They’ve checked all the appropriate message delivery boxes, but shown that it can be done in a thoroughly human way.

Enjoy your trip!