No Detail too Small
Showcasing Singapore Airline's attention to detail through a HYPER-FUNCTIONING paper model of the Airbus A380
Client
Singapore Airlines
ROLE
Art Director
Category
Social
CONTEXT
CONTEXT
CONTEXT
With budget airlines dominating social media through aggressive price wars, Singapore Airlines needed to shift the conversation from cost to craftsmanship. The challenge was to showcase the airline’s attention to detail and luxury experience in a way that would capture attention and engage audiences. Partnering with artist Luca Iaconi-Stewart, we created a hyper-detailed, functional paper model of the Airbus A380—over 3,000 hand-cut pieces assembled in 1,000 hours—to highlight the precision and care behind the brand.
With budget airlines dominating social media through aggressive price wars, Singapore Airlines needed to shift the conversation from cost to craftsmanship. The challenge was to showcase the airline’s attention to detail and luxury experience in a way that would capture attention and engage audiences. Partnering with artist Luca Iaconi-Stewart, we created a hyper-detailed, functional paper model of the Airbus A380—over 3,000 hand-cut pieces assembled in 1,000 hours—to highlight the precision and care behind the brand.
With budget airlines dominating social media through aggressive price wars, Singapore Airlines needed to shift the conversation from cost to craftsmanship. The challenge was to showcase the airline’s attention to detail and luxury experience in a way that would capture attention and engage audiences. Partnering with artist Luca Iaconi-Stewart, we created a hyper-detailed, functional paper model of the Airbus A380—over 3,000 hand-cut pieces assembled in 1,000 hours—to highlight the precision and care behind the brand.
MY ROLE
MY ROLE
MY ROLE
I worked closely with the artist to capture every part of the process in meticulous detail. I shaped the storytelling, piecing together the narrative to create a cohesive experience across multiple platforms and formats, ensuring the craft and luxury of the airline were communicated with precision.
I worked closely with the artist to capture every part of the process in meticulous detail. I shaped the storytelling, piecing together the narrative to create a cohesive experience across multiple platforms and formats, ensuring the craft and luxury of the airline were communicated with precision.
I worked closely with the artist to capture every part of the process in meticulous detail. I shaped the storytelling, piecing together the narrative to create a cohesive experience across multiple platforms and formats, ensuring the craft and luxury of the airline were communicated with precision.
impact
The campaign resonated widely, garnering over 35 million views across YouTube and Facebook, reinforcing Singapore Airlines’ reputation as a leader in luxury travel while demonstrating the power of meticulous craftsmanship as a brand differentiator.
The campaign resonated widely, garnering over 35 million views across YouTube and Facebook, reinforcing Singapore Airlines’ reputation as a leader in luxury travel while demonstrating the power of meticulous craftsmanship as a brand differentiator.
The campaign resonated widely, garnering over 35 million views across YouTube and Facebook, reinforcing Singapore Airlines’ reputation as a leader in luxury travel while demonstrating the power of meticulous craftsmanship as a brand differentiator.
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