Jamie Sage
Senior designer with a passion for hands-on creativity, blending strategy and design
sagejamie@icloud.com
+44 07356203740
Discover Singapore STB x SIA
Art direction, concept & commissions across video & print
Brief
Singapore Airlines had budget from the Singapore Tourism Board (STB) to create one-off content guides and long-form videos. The creative concepts were open for our team to propose.
Singapore Airlines had budget from the Singapore Tourism Board (STB) to create one-off content guides and long-form videos. The creative concepts were open for our team to propose.
Solution
Leveraging our extensive experience collaborating with Singapore Airlines and the local creative scene, we identified the core pillars that resonated with their audience. We decided to produce print and video guides centered around three key subjects: art and culture, food and drink, and fashion and retail. To elevate the content to the high standard expected by SIA, we enlisted the support of three local entertainment icons – Adrian Pang, Tan Kheng Hua, and Harehs Sharma – to present the guides. Their unique perspectives added an engaging spin, and their star power brought additional publicity to the guides.
One of the significant challenges we encountered in this project was managing the expectations of both the client and the celebrity talent. While we were well-versed in client relations, dealing with celebrity personalities added an extra layer of complexity.
Leveraging our extensive experience collaborating with Singapore Airlines and the local creative scene, we identified the core pillars that resonated with their audience. We decided to produce print and video guides centered around three key subjects: art and culture, food and drink, and fashion and retail. To elevate the content to the high standard expected by SIA, we enlisted the support of three local entertainment icons – Adrian Pang, Tan Kheng Hua, and Harehs Sharma – to present the guides. Their unique perspectives added an engaging spin, and their star power brought additional publicity to the guides.
One of the significant challenges we encountered in this project was managing the expectations of both the client and the celebrity talent. While we were well-versed in client relations, dealing with celebrity personalities added an extra layer of complexity.
Credits
Project manager: Nick Measures
Creative Direction: Jamie Sage
Production: Riot
Illustration: Elen Winata
Layout: Lauren Khoury
Project manager: Nick Measures
Creative Direction: Jamie Sage
Production: Riot
Illustration: Elen Winata
Layout: Lauren Khoury