Role: Ideation / Creative Direction / Motion Design
Client: Singapore Airlines
Agency: TBWA\ Singapore
6 Cities. 6 Cabin Crew. 6 Passions.
Journey beyond the cabin with our cabin crew. You see them on board, now follow their travels around the world.
The Ask:
Singapore Airlines Cabin Crew are commonly seen as being one-dimensional - from misconceptions of misogyny to them being just “servants of the cabin”. As part of the Welcome to World Class brand campaign, we want to dimensionalise Cabin Crew by “freeing” them in their portrayals, going from just “servants of the cabin” to modern, informed and relatable travelers of the world outside of the cabin.
The How:
We create travel guides fronted by our Cabin Crew, who are casted for their expertise in destinations they fly to frequently and are passionate for. Allowing them to showcase a depth of understanding they have for the destinations Singapore Airlines flies to and the unique and novel, experiences of the different destinations through their insights.
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This was a campaign that I had the opportunity to oversee from conceptualisation to overall art direction, pre production, shoot, post production and execution of the motion graphics for the opening and end sequences.
A 9:16 portrait film for social platforms was also adapted by me from the 16:9 main film for all 6 episodes. Using B-roll footage captured from the shoots, the 9:16 film incorporated a multi panelled approach to certain scenes to ensure the film was still watchable in a vertical format and provided additional content as well as context to the film for social consumption.
Role: Ideation / Creative Direction / Motion Design
Client: Singapore Airlines
Agency: TBWA\ Singapore
The SilverKris Lounge at Changi Airport Terminal 3 is home to personalities from all walks of life, especially with Changi Airport being a major travel hub in Asia. So let’s get to know the people who pass through the lounge at the Crystal Bar, and concoct a cocktail in their namesake.
An ongoing 5 episode content series, Cocktail Conversations offers an inside look into the notable personalities who fly on Singapore Airlines while offering a limited timed cocktail per episode, available at the Crystal Bar for all to order.
Role: Ideation / Creative Direction
Client: Singapore Airlines
Agency: TBWA\ Singapore
With the Kris+ app, you’re one tap away from everything.
One tap away from the plus side of life.
One tap away from a getaway.
This campaign utilises the idea of a Rube Goldberg device to showcase to showcase all the plus sides of life one’ll get to explore with Kris+.
From dining and shopping, we’ll show how all spending leads to an ultimate payoff through the domino effect — an aircraft taking off to signify “your next holiday”.
Role: Ideation / Creative Direction
Client: IKEA
Agency: TBWA\ Singapore
A campaign covering IKEA Singapore & Malaysia newest offering: Home Insurance
Utilising IKEA’s FLISAT doll house shelving and LILLABO toy figurines, a series of short films were created depicting 6 seemingly accidental yet disastrous home accidents.
Role: Ideation / Creative Direction
Client: Singapore Airlines
Agency: TBWA\ Singapore
A brand campaign for the recovery efforts of Singapore Airlines as travel restrictions lifted across the world in 2022.
With the strategy of travelling bigger and better than ever before, the campaign was centred around travelling for the big milestone and sentimental moments now that travel is back on the table.
Role: Creative Direction / Edit / Motion Graphics
Client: Singapore Airlines
Agency: TBWA\ Singapore
A series of briefs that covered Singapore Airline’s brand new flagship SilverKris Lounges at Changi Airport Terminal 3.
These included an 8m glass installation of the Batik Motif and an 8m long curved digital display which required art direction and brand stewardship as the agency for Singapore Airlines.
A photo asset library shoot was also held for 20 images of the SilverKris Lounges and a 90 second film was shot and delivered.
Role: Motion Design / Edit
Client: Jollibee
Agency: BBH Singapore
An interactive campaign that brought Jollibee’s annual Kwentong film to TikTok for the first time in 2020.
JolliEverAfter invited the TikTok community in the Phillippines to star in their own romantic comedy in the form of 9 challenges, each representing a moment in the rom-com story arc. Leaving it open to anyone to do any of the challenges to fill the gaps in the story, their way.
The result is a story of infinite possibilities and storylines strung together by everyone’s own interpretation.