Mumbai: In collaboration with Copenhagen-based agency Twenty, VELUX has launched a new brand film, ‘Planes’. This is an ad film about dreams, distance and connection seen through a child’s eyes. The ad film looks to capture how the sky is not only a space filled with stars and mystery, but also a place of departures and reunions, a canvas for longing and hope, all experienced in the simple act of looking up.
‘Planes’ features a young girl who can’t stop looking up and has an obsession with planes. For her, they are not simply symbols of faraway destinations, they carry deep personal meaning. Her father installs a window, opening her room up to the sky and to the planes that travel above her. Some of them are piloted by her very own mother – the source of her fascination with planes.
With the campaign platform “The magic is here. Let it in.”, VELUX taps into a powerful and universal human truth. In a world where we increasingly spend our time looking down, most often at our phones, we have lost touch with the sense of wonder that exists right above us. This platform is a gentle but powerful reminder that the magic we seek isn’t distant or abstract. It is already there, just beyond our ceiling, waiting to be rediscovered.
By inviting the sky into our homes, VELUX is not only offering a functional product, but enabling a shift in perspective. It encourages us to pause, look up, and reconnect with nature, with our surroundings, and with each other. The sky above us is more than a physical space – it is a symbol of possibility, connecting us to each other and to the wider world. Recently brought into focus by missions like the Artemis program, it reminds us that our fascination with the sky remains as strong as ever.
Seen through a child’s eyes, the sky becomes a canvas of imagination, possibility and emotional connection. It is this childlike perspective that sits at the heart of the platform, helping audiences rediscover a sense of magic that many have forgotten.
Music that amplifies the magic
The film features a new interpretation of Both Sides Now by Joni Mitchell, performed by SKAAR – a young Norwegian singer-songwriter, whose version brings a delicate and intimate quality to the film. With its reflections on perspective and the way we see the world, the song underlines the film’s central idea that sometimes, all it takes is a change in viewpoint to rediscover what has been there all along.
About the campaign
‘Planes’ is created by Twenty and continues VELUX’s ambition to inspire people to unlock the hidden potential in their homes – simply by looking up.
“With ‘Planes’, we wanted to show a different side of the sky, one that feels closer and more personal. Looking up isn’t about something distant or abstract, it’s about real journeys, real people, and real connections. It’s this idea that sits at the heart of the film. The campaign platform “Look Up” is a powerful call to action in the age of distraction. An articulation of the emotional brand benefit of a changed perspective, while at the same time bringing to life the unique value proposition of VELUX skylights. With VELUX you invite the sky, and with it, a broader perspective, into your home. With VELUX roof windows, those moments are no longer far away. They become part of everyday life,” said Farah Dib, creative director and co-owner of Twenty.
VELUX has already seen strong momentum from the campaign platform “The magic is here. Let it in.” as it’s already proven its strength – driving emotional engagement, delivering tangible business results, and strengthening VELUX’s position in Sweden, where the brand has historically faced challenges gaining traction.
“The response to the platform has been extremely positive, and it became clear with the launch of ‘Starstruck’ that we had tapped into something meaningful. It confirms that the sky above us still holds a sense of wonder, and that people simply need a small reminder to rediscover it.
“Importantly, it also reinforces the role our products play in everyday life. VELUX roof windows don’t just bring in daylight and fresh air — they transform how people experience their homes, creating spaces that feel more open, inspiring and connected to the world outside.
With this platform, we are combining emotional relevance with clear product benefit, strengthening brand preference while supporting our commercial ambitions,” said Christian Vilgaard Thomsen, Senior Marketing Director for Northern Europe.
The previous “The magic is here. Let it in.” campaign by Twenty delivered strong results, including a 4.3 percentage point increase in brand awareness – reaching the highest level ever recorded in the Swedish market – alongside a 36% increase in engaged sessions on VELUX’s Swedish website year-over-year. Sales performance also exceeded targets for the period, significantly outperforming the same period last year.
