Luca Iaconi-Stewart
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Singapore Airlines - No Detail Too Small

SINGAPORE AIRLINES

NO DETAIL TOO SMALL

 
Singapore Airlines logo-01.png
 

NO DETAIL TOO SMALL

 
 

WHO

Me (artist, designer, and videographer) + Dentsu Möbius (ad agency)

WHAT

A social ad campaign featuring detailed paper models, titled “No Detail Is Too Small”

WHEN

December 2014 - May 2015 (planning), June - November 2015 (production), December 2015 (release)

WHERE

Worldwide on social media (YouTube, Instagram, and Facebook)

WHY

Highlight Singapore Airlines’ attention to detail in a unique way

 

In late 2014, I was approached by the Singaporean ad agency Dentsu Möbius (now Dentsu X) with a request to create a unique ad campaign for Singapore Airlines. Its goal was to uniquely showcase commitment to care and detail in every part of the onboard flying experience. Over the course of six months, I designed, built, and filmed intricate paper models of all five of Singapore Airlines’ seat classes, along with the flagship A380 (pictured above).

The models were made entirely from Manila file folders, using a construction technique that I’ve perfected over the years. With reference photos and technical drawings provided by the airline, I designed my own plans in Adobe Illustrator, printed them directly onto the folders, and assembled the parts on camera. The resulting paper miniatures are almost completely monochromatic, highlighting the opulent detailing and seat geometry for which Singapore Airlines is well known.

The hero video and supporting content—released on Facebook, YouTube and Instagram—gained worldwide media attention and quickly became Singapore Airlines’ most successful social ad campaign ever, with over 35 million views and hundreds of thousands of social interactions.

CAMPAIGN INFO | PROJECT PORTFOLIO (PDF)



FUN FACTS

 

3,000

HAND-CUT PIECES

750+

HOURS OF WORK

100

FILE FOLDERS

50

XACTO BLADES

1

BOTTLE OF GLUE

3TB

OF PROJECT FOOTAGE

 

SUITES

A CLASS BEYOND FIRST


FIRST CLASS


BUSINESS CLASS


PREMIUM ECONOMY CLASS


ECONOMY CLASS


THE MODELS ON DISPLAY

AMSTERDAM POP-UP GALLERY

In late 2016, Singapore Airlines exhibited my models at a pop-up gallery in Amsterdam as part of a larger effort to draw attention to their iconic brand and style.


AIRBUS A380

1:50 SCALE