No Dish too Small

A miniature showcase of six iconic Singapore Airlines dishes at 1/17th scale, highlighting the precision, care, and craftsmanship behind its in-flight dining. The tiny recreations brought attention to the culinary excellence and attention to detail that define the airline’s “Farm to Plane” philosophy.

Client

Singapore Airlines

ROLE

Art Director

Category

Social

CONTEXT

CONTEXT

Airline food is often criticized for being bland, mass-produced, or impersonal. Singapore Airlines wanted to challenge this perception by demonstrating the quality, freshness, and regional flavors that go into its meals, even at 35,000 feet, in a way that would captivate audiences.

Airline food is often criticized for being bland, mass-produced, or impersonal. Singapore Airlines wanted to challenge this perception by demonstrating the quality, freshness, and regional flavors that go into its meals, even at 35,000 feet, in a way that would captivate audiences.

MY ROLE

MY ROLE

As lead on the Singapore Airlines account, I oversaw the concept, art direction, and video narrative. I guided the visual storytelling to ensure each dish’s miniature recreation conveyed the brand’s craftsmanship and culinary innovation, making the tiny details feel grand and engaging.

As lead on the Singapore Airlines account, I oversaw the concept, art direction, and video narrative. I guided the visual storytelling to ensure each dish’s miniature recreation conveyed the brand’s craftsmanship and culinary innovation, making the tiny details feel grand and engaging.

impact

The campaign reached 7.5 million views across social platforms, successfully highlighting Singapore Airlines’ culinary precision while creating visually compelling content that resonated with a global audience.

The campaign reached 7.5 million views across social platforms, successfully highlighting Singapore Airlines’ culinary precision while creating visually compelling content that resonated with a global audience.

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