FlyingTheChange

I am beyond excited to finally be able to share new work with the company that leads the change in the airline industry becoming the first airline to be single-use plastic-free by the end of 2019. Every project starts with an email or a call giving me some kind of briefing or guidelines to my next possible shoot. This was no different , the objective to photograph six Hi fly Cabin Crew dressed in full uniform having allot of fun whilst either Boogie Boarding in Bali , Kite Surfing in Europes largest saltwater lagoon , snorkeling in the Maldives , Surfing giant waves or sailing blue oceans all this with a huge smiles all around and with the purpose of sharing awareness , Hi Fly leads the change in the airline industry becoming the first airline to be single-use plastic-free by the end of 2019 , this was the what and I wanted to know the why ?

THE WHY

Hi Fly made a pledge to become single-use plastic-free by the end of 2019.
Hi Fly ended 2018 performing the first single-use plastic-free flight.
Hi Fly is studying and developing solutions to find viable alternatives to plastic.
Hi Fly is committed to fighting plastic contamination in the oceans and the planet.

So this was the statement I needed to create visually in a way that would look fun and exciting and believable, each image had its difficulties and challenges in the execution of the final results.

Windsurf

We also had a chance to speak with each cabin crew member and get their thoughts about the campaign .

“Hi, I’m Cláudia and I’m a member of the Hi Fly cabin crew. I couldn’t be happier to fly plastic-free. Being part of a consolidated company that defends these values is really motivating. Hi Fly has taken on a great commitment towards social responsibility, gradually incorporating positive changes into its operations, which is having a large impact on all passengers we carry while meeting one of my personal social concerns: eliminating the use of plastic in my own everyday life! If we all make small changes in our daily habits, we will make a big difference in the quantity of plastic that ends up harming our oceans. It is our duty, as individuals or companies, to endorse good practices for a better future. Hi Fly has already taken off for a change, what about you?”

The time to FLY is now. Let’s all be that change. Together and forever let’s start #Flyingthechange and make sure our children one day also have beautiful oceans to enjoy.

Hi Fly Cabin Crew Claudia Brum is enjoying Windsurfing, a breathtaking sport that triggers amazing adrenaline rushes! Once on the water, it is only herself and the forces of nature, wind, and water, working together in the great outdoors that are in danger. Our oceans are drowning in plastic and it’s time to turn the tide.

Team: Claudia Brum model/cabin crew, Inês Pompeu - Hifly marketing department, João Carlos - photographer/producer, Pedro Davim - assistant, Sara Kruss - hair and makeup, Martim Vidigal - rigger/assistant, Miguel - assistant, Maria Rita - BTS, Petko Angelov - assistant

Bodyboard

Hi Fly Cabin Crew Marta Alves is enjoying every second of the day surfing, enjoying the sun and the beautiful sea. This extraordinary source of life has been human being’s biggest ally since the beginning of time: for food, resources and leisure. A 2016 study by the European Commission found that 49% of all marine litter on EU beaches are single-use plastics and 33% are other types of plastic. Numbers that were shocking enough then and have increased since. They will keep increasing if we don’t make a change. Hi Fly is committed to #Flyingthechange by becoming completely single-use plastic-free by the end of this year. Join us in this movement, let’s jump to action!

Who is enjoying the ocean Surfing?

"My name is Marta and I’m a member of the Hi Fly cabin crew. It is very important for me to be part of a great cause and contribute directly to a better world. Being aware and going forward with our environmental concerns is very important, and we all know that one of the biggest threats to our planet is the excessive use of plastic! It makes me very proud to be part of an airline that is committed to this matter and is the first one in the world to operate without single-use plastics in addition to so many other initiatives it has been developing.

So what are you waiting for? Come fly with us on this very special flight towards a more sustainable blue planet!”

Hi Fly Cabin Crew Vanessa Pereira is having a great time enjoying the waves. To Vanessa, as well as the rest of us, oceans are life. We all know that a healthy ocean means a healthy planet, and Hi Fly is committed to preserving nature by #Flyingthechange and becoming single-use plastic-free by the end of this year.

Plastic is a big threat to world oceans and the planet itself. If we do not change our behaviors, scientists predict that by 2050 there will be more plastic than fish in the sea.

We can only make a difference together, so join us in this single-use plastic-free world, where Oceans are cherished, loved and respected. 🌊 💙

Sometimes it is best to demonstrate to the model the poses you are going to need.

Who is enjoying the Ocean Bodyboarding?

"Hi, I’m Vanessa and I am a member of the Hi Fly Cabin Crew. I am very proud that my company will be the first airline to remove single-use plastics from its flights. It is very important to take this stand, drive change, and lead the way. We should all be aware of the harmful impact plastics have on our oceans, destroying habitats and even leading to the disappearance of certain species. The world needs to act together to revert this destruction, so join us in #FlyingTheChange"

Team: Vanessa Pereira - model/cabin crew, Inês Pompeu - Hifly Marketing Department, João Carlos - Photographer/Producer, Sara Kruss - Makeup and Hair, Maria Rita - Behind the Scenes, Miguel - Assistant, Petko Angelov - Assistant

Kite Surf

Hi Fly Cabin Crew Rita Torres is having fun Kitesurfing, a sport that gives her the opportunity to be outside and enjoy beautiful landscapes while being in harmony with nature. To allow these moments to continue to happen, we have to stop the more than 8 million tons of plastics that are thrown into the oceans every year.

Even if you think your actions don’t matter, even if you live hundreds of miles from the coast, the plastic that is thrown away will make its way into the sea. Once in the sea, plastic will not biodegrade; it will break down into smaller and smaller pieces known as microplastics and will impact all life on earth.

We need to jump to action by #Flyingthechange together, eliminating single-use plastics from our life. Hi Fly is committed to doing so by becoming the first airline to ban all single-use plastics by the end of 2019.

Rita practicing her Kite surfing techniques before the shoot.

Martim testing out the stunt equipment, while the rest of the crew is preparing the setup.

This is one of the most complex lighting setups, I am using a Profoto Beauty dish and Deep umbrella as my key lights, I also have a hair light and two backdrops lights for separations of my subject to make it easier to cut and edit the image out of the backdrop.

Dive

Hi Fly Cabin Crew Carolina Ramos is amazed by the Coral Reefs, one of the world's most colorful, biodiverse and beautiful ecosystems. Although they only cover about 1% of the ocean, they are home to almost 25% of all known marine species and have a huge influence on the health of the entire planet.

We can show you how beautiful oceans truly are. But what about the harm we are causing to the world’s coral reefs?

It is urgent to get on board this plastic-free movement, #Flyingthechange and continue to enjoy the beauty of our oceans.

Who is flying the change diving?

“I’m Carolina Ramos and I’m a member of the Hi Fly cabin crew. Hi Fly introduced me to the reality of ocean sustainability and the need to act to prevent the destruction of habitats and species. Plastic pollution is a global problem that is growing exponentially due to the incessant consumerism of plastics used in our daily habits. Hi Fly is seeking to do its part by operating flights without any single-use plastics onboard and searching for alternatives that do not sacrifice our ecosystems.

We too have a role to play. We can all start flying the change in our daily lives by reducing the use of plastics. Help us! Join us in this cause!”

#savethecoralreefs #nottoolateforcoralreefs #coralreefsgoneby2050

While the model was getting her makeup and hair done we used Pedro to test out the stunt equipment and start building the lighting.

Martim preparing Carolina for lift off, I mean dive.

Team: Carolina Ramos - model/cabin crew, Inês Pompeu - HiFly marketing department, João Carlos - photographer/producer, Pedro Davim - assistant, Sara Kruss - hair/makeup, Maria Rita - BTS, Martim Vidigal - rigger/assistant, Miguel - assistant, Petko Angelov - assistant

Surf

Hi Fly Cabin Crew Marta Alves is enjoying every second of the day surfing, enjoying the sun and the beautiful sea. This extraordinary source of life has been the human being’s biggest ally since the beginning of time: for food, resources, and leisure.
A 2016 study by the European Commission found that 49% of all marine litter on EU beaches are single-use plastics and 33% are other types of plastic.
Numbers that were shocking enough then and have increased since. They will keep increasing if we don’t make a change. Hi Fly is committed to #Flyingthechange by becoming completely single-use plastic-free by the end of this year. Join us in this movement, let’s jump to action!

Who is enjoying the ocean Surfing?

So what are you waiting for? Come fly with us on this very special flight towards a more sustainable blue planet!”

Hi Fly Cabin Crew Marta Alves is enjoying every second of the day surfing, enjoying the sun and the beautiful sea

My light setup for this photo is the following: Profoto B10 and a Compact on the right side as main lights in big silver reflective umbrellas. Another Compact on the boom stand with an octabox as separation and hairlight and a B2 with barn doors from the other side. Then for the background, I have my three Elincroms. BTS Surf HiFly flyingthechange 1

My intern posing, so I can adjust the light. Group Surf HiFly flyingthechange

Team: Marta Alves model/cabin crew, Inês Pompeu - HiFly marketing department, João Carlos - photographer/producer, Sara Kruss - hair/makeup, Maria Rita - BTS, Miguel - assistant, Petko Angelov - assistant

Sailing

“My name is Miriam and I am a member of the Hi Fly Cabin Crew. For me, it is an honor to be part of this campaign! Now, more than ever, it is important to raise awareness about preserving our planet for future generations and to be conscious of the huge impact plastic has on our oceans. Hi Fly is the first airline to stop the use of single-use plastics on their flights. And you? Let's make this initiative fly?”

Hi Fly Cabin Crew Miriam Silva is enjoying sailing the seas, just herself, the boat and the wind. Sailing is a sport that brings people closer to the sea and thereby alerts them to the grave problems facing oceans today and consequently mobilizes them to take part in a solution to the problem. In order to enjoy our planet, we need to protect it. Taking a responsible approach towards our home has become a very important part of Hi Fly’s business and character.

It is imperative to move forward to protect all living creatures that are impacted by the dangers of plastic contamination by creating awareness and implementing the right business practices. We ended 2018 by operating the first single-use plastic-free flights in the world and by the end of this year we will be ready to make all our flights completely free of single-use plastics.

Will you join us in this movement? We would like to invite the world to help us #Flyingthechange by turning the tide on plastic. Be aware. Make adjustments. Make wise decisions. We can only make the world a better place for future generations to live in by acting together.

Who is enjoying the Ocean Sailing?

A little break to fix the hairstyle is the perfect moment to snap a picture of the setup. Here I have my Profoto B10 in the deep umbrella as a main light, a Profoto B1 with a beauty dish as a hair light and a Profoto Compact with a big Octa for fill light. Then I have several B2's and SMDV's to light up the background.

My intern Miguel serving as a portable light stand for the Profoto A1. During the shoot my subject Miriam was changing position a lot so having someone to hold on to a flash to be able to follow the subject movements is very practical. Group Picture, Sailing HiFly flyingthechange

Group Picture, Sailing HiFly flyingthechange

Team: Miriam Silva - model/cabin crew, Inês Pompeu - HiFly marketing department, João Carlos - photographer/producer, Pedro Davim - assistant, Sara Kruss - hair/makeup, Maria Rita - BTS, Miguel - assistant, Petko Angelov - assistant, Sailing club staff member

GEAR LIST

Fujifilm GFX 50S with grip; FUJINON LENS GF32-64mmF4 R LM WR; Fujinon GF120mm F4 Macro R LM OIS WR Profoto B10, A1, B1, B2, Compact1200; Profoto OCF snoot and OCF color gels; Profoto Deep Umbrella L + Diffuser; Profoto Softlight Kit; Westcott Octabank 7; Westcott 7 foot Umbrellas; Elincrom 750 Micro; SMDV 360 Bright; Westcott ScrimJim; Profoto Reflector; Profoto AirRemote TTL for Fujifilm; BlackRapid Cross shot; Sandisk SD Cards; Lightstands; Boom stands; Magic Arms and Super Clams; Backdrops; Sandbags; ThinkTank Naked Shapeshifter 17 V2.0; ThinkTank-SKB Hard Case; 3Legged Thing Monopod.

I would like to say an enormous Thank You to Escola de Vela da Lagoa de Obidos for all of there assistants and support and other big thanks to Clube Naval de Lisboa for providing the sailboat and the location where it was possible to photograph it.

Posted from my blog with SteemPress : https://joaocarlosphoto.com/hifly-flyingthechange/

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deepwaters (55) · 5 years ago

Amazing! What an innovative campaign. Hi Fly may not be used in my region, but on the next time they have a flight available, I would take them as an option. Mostly to see how a plastic free airline would operate.
Were you personally involved in this project?

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Hi Fly #FlyingTheChange For Oceans Without Plastic