— ROLE

Creative Development

Director (Episode 1, Partial Episodes 2 & 3)

— AGENCY

TBWA SG

Client:

Singapore Airlines

A 6-part series following Singapore Airlines’ catering managers as they travel, experience local cultures, and translate those influences into inflight menus.

The series follows a dual structure, moving between the precision of the kitchen and the unpredictability of real-world environments, creating a contrast that carries across the episodes.

I was involved in early development across the series, contributing to storyboarding, shot design, and shaping the overall narrative flow.

Episode 1 was directed with a focus on rhythm and contrast, balancing controlled, process-driven moments in the kitchen with more immersive, sensory experiences on the ground.

For Episodes 2 and 3, I directed the outdoor segments, focusing on observational moments and cultural textures to complement the structured kitchen sequences.

This project reflects an approach to working within a larger team, contributing to a system that allows multiple stories to exist within a cohesive framework.