Qantas “Magic Places” — Positive Ape x Line Production Turkey

*Line Production Turkey partnered with Australian production company Positive Ape on Qantas’ 2024 global inflight safety film, “Magic Places,” produced across an ambitious international filming schedule spanning destinations around the world.*

Created by *Brand+Story* and directed by *Josh Whiteman*, the film reimagined the traditional airline safety briefing as a global travel story. Rather than delivering safety instructions exclusively inside an aircraft, Qantas employees and Frequent Flyers introduce viewers to places around the world that hold personal meaning for them — their own “magic places.”

## Safety Meets the Emotion of Travel

At the heart of the campaign is a simple idea: *everyone has a place that makes them feel at home, inspired or connected.*

Qantas used this emotional connection to travel as the framework for communicating essential inflight safety information. Pilots, cabin crew, customer service employees and Frequent Flyers appear throughout the film, sharing personal stories while guiding passengers through the airline’s safety procedures.

According to Qantas Chief Customer Officer Catriona Larritt, the primary objective remained familiarising passengers with critical safety procedures, but in a way that could maintain the attention of regular travellers while also encouraging audiences to discover new destinations.

## A Production Across 14 Destinations

The scale of Magic Places was substantial.

The final campaign was filmed across *14 destinations over approximately 40 shooting days, with the production moving through conditions ranging from -36°C in Lapland to 36°C in Jaipur*. Featured locations included Australia, New Zealand, the United States, Turkey, Mexico, India, Finland, South Korea, Morocco, Italy and France.

Qantas subsequently prepared *75 versions of the safety film across 12 languages* for its international and domestic network.

The film replaced Qantas’ previous centenary-themed safety video and began rolling out across the airline’s flights in January 2024.

## Positive Ape x Line Production Turkey

The project reunited Qantas with *Positive Ape*, the Australian production company behind several of the airline’s major inflight safety films.

For the Türkiye component of the global production, *Line Production Turkey served as the local line production partner*, working with the international team to coordinate the requirements of the shoot.

LPT’s official project credits list *Qantas as the client, Brand+Story as the agency, Positive Ape as the main production company and Line Production Turkey as the line production company*.

The Türkiye operation included *production planning, location scouting, permits, local crew management and logistics*, ensuring that the local shoot could integrate smoothly with a tightly coordinated multi-country production schedule.

International industry directory Screen Global Production also credits *Line Production Turkey as Line Producer on the 2024 Qantas Safety Video*.

## Delivering One Global Production Across Borders

Projects such as Magic Places demonstrate the complexity behind global branded filmmaking.

A production spanning multiple continents depends on every local production partner delivering the same standard of execution while adapting to different regulations, crews, locations, schedules and logistical realities.

For *Line Production Turkey*, working alongside Positive Ape provided another opportunity to integrate Türkiye into a major international production structure and support one of Australia’s most recognized global brands.

The collaboration reflects LPT’s core role in international filmmaking: providing overseas production companies with the local knowledge, infrastructure and production management required to execute ambitious projects efficiently in Türkiye.

## More Than an Inflight Safety Film

What distinguishes Magic Places is the way it combines three different objectives within a single piece of content:

*safety communication, human storytelling and destination inspiration.*

Instead of separating the practical responsibility of passenger safety from the emotional experience of travel, Qantas brings the two together — turning an obligatory inflight briefing into a journey around the world.

For Line Production Turkey, contributing to a project of this scale represents another chapter in its growing portfolio of international branded content and global productions.

One airline.
14 destinations.
40 days of filming.
A world of Magic Places.

### PROJECT CREDITS

*Client:* Qantas
*Project:* Magic Places / Qantas Inflight Safety Video
*Creative:* Brand+Story
*Production Company:* Positive Ape
*Director:* Josh Whiteman
*Director of Photography:* Peter Eastgate
*Line Production:* Line Production Turkey
*Type:* Corporate / Branded Content
*Year:* 2024

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