With AirAsia’s millennial target audience regularly exposed to popular holiday destinations, how could we sell Air Asia's less popular routes? 

We had to romanticize the road less travelled by making unpopular destinations brag-worthy. But preaching it wasn’t enough. We had to practice it. So we created our films entirely on the road less travelled. No scripts, no storyboards. Creative and production teams explored mountain trails, back alleys, insignificant streets, random homes and quiet waterways in China and India, shooting content and writing stories. 10 days and 6 cities later, 1 brand film and 5 pocket films were made.

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