How TBWA/Singapore Infused Sonic Identity to Make Stop-Motion Magic
Singapore Airline’s latest spot from TBWA is equal parts minimal, artistic, and heartening, fusing traditional craft with modern storytelling techniques.
Visually striking, the stop-motion piece is threaded together by a distinct musical identity. Meticulously crafted, one of the campaign’s creators, Loo Yong Ping, deputy executive director at TBWA\Singapore, unveils the creative process and challenges behind the captivating campaign.
Speaking to LBB’s Tom Loudon, Loo breaks down how the decision to employ stop-motion animation aligned with the airline's values of excellence and attention to detail.
LBB> What inspired the decision to use stop-motion animation to convey the essence of Singapore Airlines’ sonic identity, and how did it align with the brand’s core values?
Loo> As the world embraces the wonders of AI, we wanted to shake things up by bringing back the good ol’ craft making for a distinctive sensory journey. Stop motion is inherently a labour-intensive technique, but the intricacies and texture finesse elevate the work. This attention to detail mirrors Singapore Airlines’ brand value in pursuing world-class excellence.
LBB> Could you share more about the process of translating the ambience of SIA’s Business Class cabin into a handmade music box and its various components within the stop-motion animation?
Loo> Every detail is just a little small in the whole process. Every facet of our Business Class cabin, from the contours of the seat shell to the miniature KrisWorld magazine, was meticulously sculpted and handcrafted to replicate the actual cabin.
LBB> The film brings forth the sonic identity of SIA. How did you choose the specific instrumental tracks and melodies that evoke the essence of travelling with Singapore Airlines?
Loo> There were specific criteria for our selection process. We considered elements such as the uplifting rhythm, the emotional depth of the melodies, and their ability to create a sense of anticipation. With these in mind, we picked the most upbeat 30s that captured the excitement of travelling with Singapore Airlines and, more importantly, complemented our story.
LBB> In integrating iconic elements like the SIA cabin crew uniform into the handmade music box, what challenges did the team encounter in achieving authenticity while maintaining the artistry of stop-motion animation?
Loo> While we wanted to preserve the authenticity of our Business Class cabin, we confronted the reality of working within the confines of a smaller scale. Although we could have reproduced intricate details like the hand-drawn batik patterns by printing them onto paper and pasting them to the miniature kebaya, we opted to honour the craftsmanship involved. It may not be a 100% replica, but the charm of the final music box is in the effort it took to draw every tendril and flower.
LBB> Can you elaborate on the role of craftsmanship in this campaign? How did you weave the sensory experiences through music and handmade craftsmanship in the storytelling process?
Loo> Craftsmanship has long been the cornerstone of our sonic identity since our initial endeavour to craft a sonic brand for Singapore Airlines. We collaborated with a team of world-leading professional composers and orchestras. We drew inspiration from the colours and frequencies of the Singapore Airlines Batik flowers to create 14 authentic melodies and sounds. Expanding this identity, we've crafted a meticulous visual experience to immerse viewers in a sonic journey. By seamlessly blending visuals and sound, our dedication to craftsmanship continues transporting them to a unique world.
LBB> Director Marcus Møller Bitsch highlighted the attention to detail and dedication of Singapore Airlines. How did the team ensure these qualities were accurately conveyed through the stop-motion animation?
Loo> We collaborated closely with Marcus, meticulously refining every aspect from the story to intricate details like props and design in the video. Every animation stage was a team effort together with the clients.
LBB> The film takes viewers through scenic landscapes and vibrant cities. How did you balance showcasing these visual elements with the focus on the sonic identity of Singapore Airlines?
Loo> The core of Singapore Airlines’ sonic identity is its ability to evoke the emotions intertwined with our travel experiences. So, whether navigating the pulse of a bustling city or savouring tranquil moments at a scenic landscape, our visuals were carefully crafted to harmonise with the sonic track to deepen immersion. We also aimed to heighten our viewers’ emotions as the track syncs with the visuals.
LBB> What emotions or specific experiences were you hoping to evoke in the audience by combining the visual charm of the handmade music box with the familiar sounds of SIA’s melodies?
Loo> Using a handmade music box, we wanted first to evoke the nostalgia and fond memories of travelling with Singapore Airlines. We then aimed to create a sense of comfort, warmth, and connection by merging the visual appeal of craftsmanship with familiar melodies of the Singapore Airlines' sonic identity. Lastly, to spark excitement and wanderlust amongst the audience, we see the protagonist in the film's journey to different scenic landscapes and vibrant sceneries.
