— AGENCY

TBWA Singapore

— ROLE

Art Director

DoP

Director

Video Editor

Animator

— DATE

2023

The Brief:

"Singapore Airlines (SIA) today launched the Singapore Showcase, an initiative to support and collaborate with leading Singaporean brands to offer unique on ground and in-flight experiences for its global customer base.

Under the initiative, SIA has worked with renowned Singapore-based hawker brands to enhance the Airline’s popular local fare options by presenting their distinctive dishes to customers. As a result, the Airline will be able to offer an even wider range of Singapore’s iconic hawker cuisine on board flights out of Singapore. This is also a celebration of Singapore’s Hawker Culture, which was added to the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in 2020."

The Idea:

To celebrate the hawker roots of these iconic dishes and their journey from local dish to inflight menu item enjoyed by the world, we highlight the seamless adaptation of the dish by using a simple transitional device to show the dish making its way from hawker setting to inflight guests. To keep it visually exciting spanning across 9 dishes, we feature it in different medium and environment but keeping it to the idea of "Wok to Cabin"