Art Takes Flight with Cathay Pacific Airways and Joshua Vides

Award-winning post-production house After Avenue crafts a highly visual and energetic edit in this custom spot for Cathay Pacific Airlines. The in-house creative studio at The Atlantic, Atlantic Re:Think, charged the team with this challenge: to seamlessly move the viewer from internationally recognized designer and artist Joshua Vides’ studio to his creative block savior – an international flight to the inspirational city of Hong Kong – all while highlighting luxury and relaxation that the airline Cathay Pacific can provide.

Cinematographer Sam Miron was tasked with tackling two of the three scenes, immersing us in Vides’s art studio and conquering the challenge of shooting at night, in roughly half a day, on a cramped LAX tarmac. The Hong Kong footage was captured by Cheeky Monkey Productions, working in tandem with the US based team to find cohesion in the footage and master the in-camera transitions.

Atlanta-based After Avenue cohesively tied the three-segment story together, weaving in a ‘ribbon’ of inspiration with motion graphics and VFX to visually demonstrate the fluidity of Vides’s creative inspiration.

“We were immediately excited to help craft a piece of content that really immersed the viewer into our character’s world.” said Jonathan Eakin, partner at After Avenue and lead editor on the project. “From the jump we knew that this project would lean into creative editing techniques, such as extreme pacing variations, seamless transitions, and heavy sound design.”

The project, titled “Moved To Create” set out to show just how creativity can take flight when you embrace the world around you – and invites you to unblock, unwind, and inspire.