Singapore Airlines (SIA) has launched a stop-motion animation film, that aims to capture the essence of a wanderlust experience with its sonic identity comprising three instrumental tracks played on board SIA flights and in SilverKris Lounges.
Titled ‘The Sound of Singapore Airlines: A melodic journey awaits’, the 30-second film captures the SIA Business Class cabin in a handmade music box that takes the shape of a suitcase. It brings viewers on a trip through scenic landscapes and vibrant cities, accompanied by the airline’s signature melodies to evoke fond memories of traveling with Singapore Airlines.
Created in collaboration with Copenhagen-based director Marcus Møller Bitsch, the film’s handmade music box is inspired by the airline’s Business Class cabin. Each prop, including the iconic SIA cabin crew sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline.
“When I got the brief, I immediately thought it was a fantastic opportunity to use stop-motion animation to show the attention to detail and dedication that Singapore Airlines strives to bring to their customers,” said Møller Bitsch.
“With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craftmaking to weave a sensory experience through music,” said said Loo Yong Ping, deputy executive creative director of TBWA\Singapore.
“We’re thrilled to witness this film come alive”
Explore behind-the-scenes here:
Credits
Client: Singapore Airlines
Creative agency: TBWA\Singapore
Production: SixToes TV, Unlisted