Sweetshop’s Liz Murphy directs global campaign for Singapore Airlines via TBWA Singapore

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Sweetshop’s Liz Murphy directs global campaign for Singapore Airlines via TBWA Singapore

Sweetshop director Liz Murphy is behind Singapore Airlines’ latest global brand campaign, Welcome to World Class, developed by Six Toes and TBWA Singapore.


Starring the contemporary Singapore Airlines’ cabin crew, this new campaign builds on the brand’s strong foundations of heritage and takes on a fresh and modern look and feel.

Shot over a span of 30 days in five locations including Singapore, Mumbai, New Zealand, Shanghai and Barcelona, the film follows our cabin crew on their life journey and travels as they meet people through all walks of life in quite literally every corner of the world. We see them with friends, a moment in a crowded sports bar, with an elderly lady on the bus, with a little girl in the back of a car, and back onboard the aircraft.

The viewer shifts seamlessly between vast breath-taking forests with softly illuminated intakes of breath, to feet splashing rain splattered neon tinged sidewalks. It’s visceral and energetic, movement between the intense variety of both places and faces feels intoxicating.

Says Murphy: “I was really excited by this script. The most crucial element for me was that it felt real. We wanted it to be candid and believable – so that it feels as though our audience was along for the ride with the new three-dimensional cabin crew.”

Says Paul Prince, global chairperson and founding partner, Sweetshop; “Congratulations to Singapore Airlines, TBWA and Six Toes for their latest “WorldClass” campaign. I think director Liz Murphy and Sweetshop crew crafted the story of Singapore Airlines beautifully; being a truly global airline, bringing best in class with intimacy and care, to the world. Truly “World Class” all round. Congratulations to everyone involved.”


Client: Singapore Airlines
Senior Vice President Sales & Marketing: Campbell Wilson
Brand Marketing Manager: Eric Eng
Assistant Brand Marketing Manager: Tan SuAnn

Agency: Six Toes & TBWA/ Singapore
Executive Creative Director: Andy Grant
Creative Director: Greg Wood
Creative Director: Jimmy Neo
Senior Art Director: Chong Wei Cong
Senior Copywriter: Claudia Riberiro
Global Brand Director: Ben Israel
Group Brand Director: Char-Maine Tan
Social Asset Director: Harvey Hayes
Executive Producer: Sariyanti Sannie
Producer: Una Yoon
Print Producer: Deena Kamison

Production: Sweetshop
Director: Liz Murphy
Managing Director: Laura Geagea
Producer: Allison Lockwood
Producer: Luke Goodrum
Stills Producer: April Lee

Music & Sound Design: MassiveMusic Singapore
Music Creative Director: Ramesh Sathiah
Music Composer and Arranger: Adrian Sergovich
Sound Designers: Damian Waddell / Felicia Chan
Executive Producer: Donny Pereira
Producer: Karen Lee