In a bold move that merges the worlds of travel and art, Singapore Airlines has launched a captivating campaign film titled “Welcome to World Class,” taking its commitment to exceptional service to new heights. The film, which debuted in January 2023, offers a glimpse into the airline’s dedication to creating unforgettable experiences for its passengers, this time through the lens of Berlin-based travel photographer Julia Nimke.
A Canvas at 30,000 Feet
Julia Nimke’s challenge was no small feat: to capture, curate, and edit photographs for an exhibition while aboard a Singapore Airlines flight. The film showcases her journey, highlighting how the airline’s world-renowned in-flight services, from the curated menu to the spacious and comfortable seating, facilitate creativity and comfort. With unlimited complimentary Wi-Fi available across all cabin classes, Nimke’s task was made seamlessly possible.
Capturing the Essence of Flight
Nimke’s work focuses on the authentic and often overlooked moments of air travel. Her photographs, ranging from a cleverly composed selfie using the business class seat’s built-in mirror to the serene ambiance of the cabin illuminated by natural light, encapsulate the unique experience of flying. One striking image captures a cabin crew member’s graceful plating of a dish, turning an ordinary moment into a work of art.
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From Sky to Gallery
The culmination of Nimke’s airborne endeavor was a private exhibition at the prestigious Leica Gallerie within the iconic Raffles Hotel. This event not only showcased her stunning photographs but also underscored Singapore Airlines’ innovative approach to enhancing the passenger experience.
Behind the Scenes with Creative Visionaries
Loo Yong Ping, deputy executive creative director at TBWA\Singapore, praised Nimke’s ability to capture the spontaneous beauty of the in-flight experience. Meanwhile, Jacky Lee, director at Smallshop, reflected on the unique challenges of filming on a flight, emphasizing the importance of discretion and adaptability in such a dynamic environment.
