Business Flex campaign
Been a fan of #wesanderson's cinematography since I first saw #thegrandbudapesthotel. Loved how every scene was symmetrically framed to tell a story. And as a #creative, it has been a desire to one day work on a script and produce a film with this cinematography in mind.
The opportunity came two years ago when I was first tasked to write a script featuring our Business Class product - Business Flex. As it was important for every shot to look premium, #wesanderson's cinematography style came to mind as I wrote the script and visualised the grandeur of each frame. However, things came to a halt due to the pandemic and budget constrains.
Fast forward to early 2023, where we were told to revisit the script, as borders are now open and we want people to fly and experience the best we have to offer. Got the green light from our Head of Marketing, Waikuan Wong to proceed and we approached Directors Think Tank with video references of #thegrandbudapesthotel to produce and shoot the film. As DTT was working with the new start-up agency Imaginary Friends Malaysia, they asked if we were open to a different take with the script, while keeping to the #wesanderson concept I liked.
Turns out, I liked the script better (Part of being a creative is to also know when to 'kill your darlings'). And so, I pitched the script/storyboard once again and got it approved for production. After months of production preparation in three countries (take a guess which three!), this #wesanderson-styled-production desire of mine has finally come to life.
Very proud and happy with the outcome and this could not have happened without our combined effort.
Credit to the team from Malaysia Airlines for the full campaign roll-out -
Producer: Ezzat Hakimi
Art Director: Clarice Yong, bala chow
Copywriter: Denise Lee
Adam Chan from Imaginary Friends Malaysia for the beautiful and insightful script! (Only a guy would have thought of using the benefit of unlimited date changes to reschedule flights for romantic dates 😅)
Plus, female director-producer duo Sling Ng / Shu Ying and the team at Directors Think Tank for bringing the script to life with the international look and feel we wanted!
(Btw, part of me is featured in this film. Don’t think you’ll be able to guess which scene but you’ll get a 👏 from me if you get it right.)
#film #cinematography #marketing #businessclass #businessflex#malaysiaairlines
The opportunity came two years ago when I was first tasked to write a script featuring our Business Class product - Business Flex. As it was important for every shot to look premium, #wesanderson's cinematography style came to mind as I wrote the script and visualised the grandeur of each frame. However, things came to a halt due to the pandemic and budget constrains.
Fast forward to early 2023, where we were told to revisit the script, as borders are now open and we want people to fly and experience the best we have to offer. Got the green light from our Head of Marketing, Waikuan Wong to proceed and we approached Directors Think Tank with video references of #thegrandbudapesthotel to produce and shoot the film. As DTT was working with the new start-up agency Imaginary Friends Malaysia, they asked if we were open to a different take with the script, while keeping to the #wesanderson concept I liked.
Turns out, I liked the script better (Part of being a creative is to also know when to 'kill your darlings'). And so, I pitched the script/storyboard once again and got it approved for production. After months of production preparation in three countries (take a guess which three!), this #wesanderson-styled-production desire of mine has finally come to life.
Very proud and happy with the outcome and this could not have happened without our combined effort.
Credit to the team from Malaysia Airlines for the full campaign roll-out -
Producer: Ezzat Hakimi
Art Director: Clarice Yong, bala chow
Copywriter: Denise Lee
Adam Chan from Imaginary Friends Malaysia for the beautiful and insightful script! (Only a guy would have thought of using the benefit of unlimited date changes to reschedule flights for romantic dates 😅)
Plus, female director-producer duo Sling Ng / Shu Ying and the team at Directors Think Tank for bringing the script to life with the international look and feel we wanted!
(Btw, part of me is featured in this film. Don’t think you’ll be able to guess which scene but you’ll get a 👏 from me if you get it right.)
#film #cinematography #marketing #businessclass #businessflex#malaysiaairlines
Watch the full film:
Link to full film on YouTube:
30s Teaser:
30s cutdown for paid media:
IG Story Teasers on the day before launch:
Sponsored ad on IG post:
Sponsored ad on FB post:
Sponsored ads on IG Story:
