Singapore Airlines Offer a Look Into the World Class With TBWA

Following the successful launch of Singapore Airlines’ global brand campaign ‘Welcome to World Class’ in January 2023, the award-winning airline follows up with a campaign film capturing the emotions and moments at 30,000 ft.

The film follows Julia Nimke as she makes her way to her exhibit at the Leica Gallerie in Singapore via Singapore Airlines. But she has one catch: the exhibit has not been shot.

Julia is a Berlin-based travel photographer who has crafted her lens for a diverse list of travel and tourism clients and publications from her experience.

For this project, Julia’s challenge for herself was to shoot, curate, and edit the exhibit on a flight, at 30,000 ft. This was made possible by the elevated experiences on board Singapore Airlines such as its renowned in-flight service, curated in-flight menu, comfortable seats and spacious cabins, as well as unlimited complimentary Wi-Fi across all cabin classes.

“I am a travel photographer, but I’ve always loved capturing the journey as much as the destination” said Julia Nimke, “it was an incredible once in a lifetime experience to work on a commercial flight and use the sky as my studio, working with the environment and light available as best as I could.” 

Julia’s photographs capture the raw and authentic moments we love most about being in the air, such as a unique composition of a selfie using a mirror built into SIA’s Business Class seats, the way the light hits the spacious cabin basking one in a glow of light, or the moment a cabin crew delicately plates a dish like her own canvas. 

The photographs were displayed at the Leica Gallerie, located at Raffles Hotel, for a private exhibition.

“Julia was a dream to work with” said Loo Yong Ping, deputy executive creative director at TBWA\Singapore, “her unique ability to capture natural, un-staged moments and use the available light and space at her disposal, and still create these beautiful images were really inspiring.”

“Shooting on a flight has its logistical challenges. You must work with the environment you have, all while keeping things discreet, as there are other passengers too. We’re glad that the film came out beautifully all, thanks to Julia’s unique eye.” said Jacky Lee, director at Smallshop.