- Brussels Airlines Gives Safety Video a Hollywood-Style Makeover
Brussels Airlines has unveiled a new onboard safety video directed by internationally acclaimed Belgian filmmakers Adil El Arbi and Bilall Fallah, transforming the routine passenger briefing into a cinematic heist-inspired production.
The new film, titled “Safety Heist”, blends mandatory safety instructions with humour, visual flair and story-driven pacing, as the airline seeks to capture passenger attention during one of the most familiar but often overlooked moments of air travel.
The video will be rolled out across Brussels Airlines’ long-haul fleet from July 1, 2026.
Inspired by films such as Ocean’s Eleven and Mission: Impossible, the production follows a coordinated squad preparing an elaborate operation, with each safety instruction presented as part of a mission to ensure passengers reach their destination safely.
The project features Belgian talents including world-famous DJ Dimitri Vegas, Claude Musungayi and Cyra Gwynith, who embody characters associated with classic heist films while reinforcing the collective responsibility behind onboard safety.
Adil El Arbi and Bilall Fallah, known for their high-energy directing style and distinctive visual language, said the video pays tribute to a popular Hollywood genre while incorporating elements of Belgian cultural identity.
“This safety video is an homage to a popular Hollywood-genre. The cartoon-style animations that are integrated are a nod to the rich Belgian comic-book heritage and are part of our signature style,” the directors said.
“We’re also happy to present this safety instructions with a cast as diverse as the traveling public. We hope passengers appreciate this fresh form of storytelling,” they added.
The launch is also supported by a film poster designed by Belgian film director and creative designer Isaac Gozin, further reinforcing the cinematic identity of the campaign.
For Brussels Airlines, the new safety video is part of a broader brand strategy to position the airline not only as a carrier, but also as a cultural ambassador for Belgium.
Michel Moriaux, Head of Product and Marketing at Brussels Airlines, said the airline wants to use every passenger touchpoint to showcase Belgian identity to the world.
“Brussels Airlines connects Belgium with the world, but we also want to be an ambassador to showcase the best of Belgium to the world,” he said.
“We do this through all touchpoints: from our Belgian Icon-airplanes to the menus on board or the safety video: we’re proud ambassadors of Belgian cultures around the world,” he added.
The move reflects a growing trend among airlines to redesign safety videos as branded entertainment, using storytelling, national culture, celebrities and humour to improve passenger engagement while meeting regulatory safety requirements.
For Brussels Airlines, “Safety Heist” offers a fresh attempt to make safety messaging more memorable, while strengthening the airline’s Belgian identity across its international network.
