Client
Project Type
A 3D anamorphic billboard built for China Airlines at Pavilion KL, Kuala Lumpur. The campaign was built to reposition the airline with Malaysian audiences — particularly Muslim travellers — by bringing the Business Class experience to the street. Inclusivity, comfort, and global reach. Three pillars. One cinematic visual.
About the project
We built this campaign knowing the brief was more than creative — it was reputational. China Airlines carries an association challenge in the Malaysian Muslim market, where travellers have historically had hesitations around food and service. The visual addresses that directly. Muslim passengers. Halal meals. Premium comfort. A golden travel path from Malaysia to the world. The animation does not make claims. It shows the experience — and lets it speak.
Key Visual
High-Detail Texture and Product Breakdown
The camera moves from aircraft exterior into the cabin interior — warm lighting, passengers at ease, crew in motion. A golden travel path emerges from Malaysia and extends outward to the US, Europe, Australia, South Korea, and Japan. The billboard is not an advertisement. It is a window into what the airline actually offers.
Details
Interior Realism and Inclusive Storytelling
Cabin interior lit with directional warmth — the quality of light at altitude, not in a studio. Muslim passenger representation rendered with cultural specificity, not tokenism. Character animation calibrated for natural service interactions. Golden travel path built to communicate global reach without a single word. Curved screen geometry at Pavilion KL corrected for and used.
Process
Design and Animation Process
Three messaging pillars established before any asset was built: inclusivity, comfort, global reach. Cabin reference locked from premium aviation photography. Muslim-friendly representation developed in consultation with the client brief. Character animation built for restraint — service detail, not performance. Golden travel path sequenced to read clearly from street level. Curved screen distortion correction mapped and applied throughout
Credits
Project Lead: Harvard Yap & Izaac Liew
Creative Lead: Hamim Rosidi
Technical Lead: Ilyas Bin Sofian
3D / VFX Artist: Hamim Rosidi, Ilyas Bin Sofian, Chew Chun Hung & Muhammad Syahir
