Brussels Airlines turns safety briefing into Hollywood-style “Safety Heist” with Adil & Bilall

Brussels Airlines has unveiled a new long-haul safety video, and for once, passengers may actually look forward to watching the mandatory briefing before departure. Created in collaboration with acclaimed Belgian directing duo Adil El Arbi and Bilall Fallah, the five-minute production transforms routine onboard instructions into an entertaining, fast-paced cinematic experience.

Inspired by the worlds of Mission: Impossible and Ocean’s Eleven, the new video adopts a heist-style narrative in which every safety instruction becomes part of an elaborate mission. Dynamic pacing, humour, stylish visuals and animated comic-book elements — a subtle nod to Belgium’s rich comic heritage — give the production a distinctly Belgian identity while keeping the essential safety message clear and accessible.

Having watched the video, it is hard not to be impressed by the balance Brussels Airlines and the directors managed to strike. The result is flashy and entertaining without losing focus on its core purpose. Despite running for around five minutes, the video remains engaging throughout and succeeds in delivering the safety instructions in a way that is both memorable and easy to follow — something many traditional safety briefings struggle to achieve.

The cast includes several Belgian personalities, among them internationally known DJ Dimitri Vegas, alongside actors Claude Musungayi and Cyra Gwynith. Each character embodies familiar archetypes from classic heist movies while reinforcing the teamwork behind onboard safety.

Belgian film director and creative designer Isaac Gozin also designed a dedicated movie-style poster to accompany the launch.

“This safety video is an homage to a popular Hollywood genre,” said Adil El Arbi and Bilall Fallah. “The cartoon-style animations that are integrated are a nod to the rich Belgian comic-book heritage and are part of our signature style. We’re also happy to present these safety instructions with a cast as diverse as the travelling public. We hope passengers appreciate this fresh form of storytelling.”

Michel Moriaux, Head of Product and Marketing at Brussels Airlines, added that the airline aims to showcase the best of Belgium through every passenger touchpoint, from its Belgian Icon aircraft to onboard catering and now the new safety video.

The new “Safety Heist” video will gradually be introduced across the airline’s Airbus A330 long-haul fleet from 1 July.