Campaign SpotlightPress Release

Melodies take flight in Singapore Airlines’ stop-motion ad created by TBWA\Singapore

SINGAPORE — Singapore Airlines (SIA) has unveiled a new stop-motion animation on Instagram, Facebook, LinkedIn, and YouTube, capturing the essence of a wanderlust experience with their sonic identity comprising three instrumental tracks played on board SIA flights and in SilverKris Lounges.

Titled The Sound of Singapore Airlines: A melodic journey awaits, the new 30-second film captures the SIA Business Class cabin in a charming, handmade music box that takes the shape of a suitcase. It brings viewers on a trip through scenic landscapes and vibrant cities, accompanied by the airline’s signature melodies to evoke fond memories of traveling with Singapore Airlines.

Created in collaboration with Copenhagen-based director Marcus Møller Bitsch, the film’s handmade music box is inspired by the airline’s Business Class cabin. Each prop, including the iconic SIA cabin crew sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline. 


Speaking about the project, he shared “When I got the brief, I immediately thought it was a fantastic opportunity to use stop-motion animation to show the attention to detail and dedication that Singapore Airlines strives to bring to their customers.” 

“With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craft-making to weave a sensory experience through music. We’re thrilled to witness this film come alive,” said Loo Yong Ping, Deputy Executive Creative Director of TBWA\Singapore.

Explore the exclusive behind-the-scenes journey here:

Campaign Credits: 

Client: Singapore Airlines
Creative agency: TBWA\Singapore
Production: SixToes TV, Unlisted 

Partner with adobo Magazine

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