Singapore Airlines partners with photographer Julia Nimke to capture authentic moments in the air via new campaign with TBWA\Singapore

Following the launch of Singapore Airlines’ global brand campaign ‘Welcome to World Class’ in early 2023, the award-winning airline has once again collaborated with TBWA\Singapore to release a new campaign film capturing the emotions and moments at 30,000 ft.

The film follows Julia Nimke as she makes her way to her exhibit at the Leica Gallerie in Singapore via Singapore Airlines. But she has one catch: the exhibit has not been shot.

Nimke is a Berlin-based travel photographer who has crafted her lens for a diverse list of travel and tourism clients and publications from her experience.

For this project, Nimke’s challenge for herself was to shoot, curate, and edit the exhibit on a flight, at 30,000 ft. This was made possible by the elevated experiences on board Singapore Airlines such as its renowned in-flight service, curated in-flight menu, comfortable seats and spacious cabins, as well as unlimited complimentary Wi-Fi across all cabin classes.

“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.”

Nimke’s photographs capture the raw and authentic moments we love most about being in the air, such as a unique composition of a selfie using a mirror built into SIA’s Business Class seats, the way the light hits the spacious cabin basking one in a glow of light, or the moment a cabin crew delicately plates a dish like her own canvas.

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

“Julia was a dream to work with,” says Loo Yong Ping, deputy executive creative director at TBWA\Singapore, “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.”

Jacky Lee, director at Smallshop, said: “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. We’re glad that the film came out beautifully all, thanks to Julia’s unique eye.”

Credits
Client: Singapore Airlines
Agency: TBWA\Singapore
Deputy ECD: Loo Yong Ping
Associate Creative Director: Germaine Chen
Head of Copy: Lauren Lim
Content Creator Lead: Don Lim
Senior Copywriter: Jeng Yi Sow
Senior Strategy Director: Abhinit Agarwal
Senior Strategist: Jin Wong
Group Brand Director: Eleni Sardi
Brand Director: Justine Chng
Brand Executive: Hui Jin Teo, Tyrina Toh
Project Manager: Xiwen Ng
Production: Sixtoes TV, Smallshop Communications
Executive Producer: Sariyanti Sannie
Producer: Deena Shareena K, Kim Teo
Photographer: Julia Nimke
Director: Jacky Lee
Executive Producer: Zhiyun Yee
Director of Photography: Juan Qi An
B Cam: Jonas Wong
Line Producer: Tricia Yiow