An airline rebrands.
Hong Kong's global airline developed a brand design ethos with Eight Partnership centred on four main pillars that strongly influence the brand experience from physical space and products to visual communication and tone of voice.
As Eight's Head of Content, I worked across most of the agency's projects with the airline throughout the rebranding process - mainly behind the scenes. Of the more prominent work that can be shared publicly, were the films we made on behalf of the airline group. As the creative lead on these, I had a very hands-on role in working with talented production partners on films to unveil the new livery design, announce the refreshed Marco Polo Club and tell the personal stories of some of their members as well as the launch of the rebranded Cathay Dragon.
We were asked to produce a film to reveal the new Cathay Pacific livery which Eight had designed. However, we didn't have access to an aircraft with the new livery so, we developed special effects with The Embassy. As this was also a sonic branding opportunity, we worked with a composer on an original piece of music for the film that can be heard in other variations either inflight or in other communication with travellers.
Marco Polo Club relaunched with inspiring, and sometimes very personal, stories of their eclectic members.
Cathay Pacific wanted to announce changes to their loyalty programme, Marco Polo Club and we were asked to set the tone for the refresh.
May Chow was easily my first choice when it came to filming the Marco Polo Club member stories. She's articulate, creative and her joy is infectious. Besides, who doesn't love to eat? Working with Alexander Formosa on the music for these films has been one of the highlights of my creative career.
Aric Chen's shoot was challenging because everything had to be done in one day with very little time for pre-planning. Also, Art Basel happens once a year and this temporary fair would be the permanent backdrop to Aric's wider story - when in reality, visiting an art fair is only a small sliver of what he does. The music was also tough but eventually we cracked it. Alex and I were working remotely in different countries but both had the same idea at the same time to develop it based on a palindromic structure.
Harvey is known for putting the "Wonder" in Wonderbra and is an avid sailor so we were keen to tell his story but oh, the woes of weather. In the end, we just had to shoot on a not-so-great HK day. The 16-note melody got reduced to four notes with an electric bass guitar and Alex is generous enough to call me the co-composer on this piece.
