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SIA challenges photographer to shoot, curate and edit an exhibit in the air

SIA challenges photographer to shoot, curate and edit an exhibit in the air

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Singapore Airlines has collaborated with Berlin-based travel photographer Julia Nimke on a campaign film that aims to highlight the elevated experiences on board Singapore Airlines, 30,000 feet in the air.

The film follows Nimke as she makes her way to her exhibit at the Leica Gallerie in Singapore on a flight. However, the exhibition has not been shot yet. For this exhibition, Nimke challenged herself to shoot, curate, and edit the whole exhibit on a single Singapore Airlines flight.

Don't miss: Krisflyer embraces life's adventures in new film celebrating 25 years

Done in partnership with TBWA\ Singapore, the photographs leveraged on moments one can only find on flights such as a teddy bear being held to a cabin window, the glow of the cabin lights and how the cabin crew delicately plates up their dishes.

“I am a travel photographer, but I’ve always loved capturing the journey as much as the destination” said 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.”

“In the air your emotions are heightened, and I wanted to capture as many of them as I could," she added. 

She also said that she aimed to capture that feeling of comfort and safety while being in a Business Class seat while also conveying the excitement and rush of travelling someplace new.

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

“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,” said Loo Yong Ping, deputy executive creative director at TBWA\Singapore.

“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,” added Jacky Lee, director at Smallshop Communications who produced the film along with SixToes TV.

“We’re glad that the film came out beautifully all, thanks to Nimke's unique eye,” Lee added.

Singapore Airlines is no stranger to crafting captivating brand films. Earlier this month, it worked together with TBWA\Singapore and Cutscene on a film to celebrate 25 years of KrisFlyer titled Celebrating 25 years of making every experience miles better.

In the film, the young girl steps through life's different doors as she navigates a tapestry of diverse experiences with her father. This includes the youthful thrill of experiencing her first plane ride to the wonder of a glamping trip and discovering her own style.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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