No Detail Too Small
Concept, Art Direction, brand awarenessIn a market where budget airlines are in a shouting match over low cost fares on social media, Singapore Airlines wanted to cut through this conversation with luxury craftsmanship. The idea was to demonstrate the meticulous craftsmanship and attention to detail Singapore Airlines brings to it's airliners through the making of a highly detailed aircraft model made entirely out of paper.
Crafted by paper-craft expert Luca Iaconi-Stewart, this project brought to life a stunningly intricate replica of the Singapore Airlines Airbus A380, featuring miniature versions of the airline’s award-winning cabins. The model, composed of over 3,000 hand-cut pieces, showcased 1,000 hours of detailed craftsmanship. This effort translated into Singapore Airlines' most successful social media campaign, captivating over 35 million viewers on YouTube and Facebook.
The results:
500,000 Social Interactions
1.6 Million YouTube Views
34 Million Facebook Views
Credits
Mike Middleton (Creative Director)
Matthew Crescenzo (Senior Art Directors)
Mustapha Zainal, Dominic Ho (Art Directors)
Zee Yeo (Copywriter)
Luca Iaconi-Stewart (Film Director)
Matthew Crescenzo, Mustapha Zainal (Editors)
Featured on
LA Times / Mothership.sg / Behance