2016
Air Asia: Surprise Seats
Created a buzz-worthy activation concept for AirAsia that spoke directly to millennial travelers who didn't just want a flight. They wanted an experience.
Art Direction
Activation
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An airline activation built entirely around not knowing where you're going.
Background
When AirAsia came to us, they were still an afterthought in the Philippine airline market.
Overshadowed by bigger and louder competitors, they needed to make noise in a way that felt native to their audience. Not another price-driven ad. Something worth talking about.
Idea
Surprise Seats.
An activation built entirely around the millennial hunger for spontaneity, wonder, and the unexpected. The idea was simple. Book a seat, not knowing where you're going. Because the best travel stories always started with a surprise.
Execution
Designed to be inherently shareable before anyone even landed.
The activation would have placed unsuspecting millennial travelers in a moment of genuine surprise, discovering their destination only after booking. The kind of experience that generates buzz before, during, and after the trip. Not a stunt. A story people would actually want to tell.
More Works
2016
Air Asia: Surprise Seats
Created a buzz-worthy activation concept for AirAsia that spoke directly to millennial travelers who didn't just want a flight. They wanted an experience.
Art Direction
Activation
Know More
An airline activation built entirely around not knowing where you're going.
Background
When AirAsia came to us, they were still an afterthought in the Philippine airline market.
Overshadowed by bigger and louder competitors, they needed to make noise in a way that felt native to their audience. Not another price-driven ad. Something worth talking about.
Idea
Surprise Seats.
An activation built entirely around the millennial hunger for spontaneity, wonder, and the unexpected. The idea was simple. Book a seat, not knowing where you're going. Because the best travel stories always started with a surprise.
Execution
Designed to be inherently shareable before anyone even landed.
The activation would have placed unsuspecting millennial travelers in a moment of genuine surprise, discovering their destination only after booking. The kind of experience that generates buzz before, during, and after the trip. Not a stunt. A story people would actually want to tell.
More Works
2016
Air Asia: Surprise Seats
Created a buzz-worthy activation concept for AirAsia that spoke directly to millennial travelers who didn't just want a flight. They wanted an experience.
Art Direction
Activation
Know More
An airline activation built entirely around not knowing where you're going.
Background
When AirAsia came to us, they were still an afterthought in the Philippine airline market.
Overshadowed by bigger and louder competitors, they needed to make noise in a way that felt native to their audience. Not another price-driven ad. Something worth talking about.
Idea
Surprise Seats.
An activation built entirely around the millennial hunger for spontaneity, wonder, and the unexpected. The idea was simple. Book a seat, not knowing where you're going. Because the best travel stories always started with a surprise.
Execution
Designed to be inherently shareable before anyone even landed.
The activation would have placed unsuspecting millennial travelers in a moment of genuine surprise, discovering their destination only after booking. The kind of experience that generates buzz before, during, and after the trip. Not a stunt. A story people would actually want to tell.
More Works