Applebox Asia’s John S. Park directs Korean Air’s “Anywhere is Possible” global campaign

Korean American director John S. Park has created the “Anywhere is Possible” global campaign for Korean Air with Publicis Groupe Singapore, produced by Applebox Asia.

The campaign introduces the airline’s refreshed identity and aircraft livery through a series of films defined by Park’s stunning visuals, craftsmanship, and cinematic storytelling. The first spot launched in March, with the second set to debut in later.

Park said: “With Publicis and Applebox Asia, we set out to reveal Korean Air’s refreshed identity through cinematic journeys that feel both intimate and boundless. My focus was on crafting a cinematic and authentic experience where every frame elevates Korean Air’s refreshed identity into something memorable and timeless, so the brand’s vision feels lived rather than advertised.

“John is a dream to work with and aesthetically elevated every scene of this film. He immediately understood what we wanted to achieve with ‘Anywhere is Possible’, and as someone with a long personal relationship with the Korean Air brand, he created a story from the heart,” says Jennie Morris, Global Executive Creative Director of Publicis Groupe Singapore.

PT Khoo, founder of Applebox Asia, said: “John has been a vital part of the Applebox family for more than 15 years, exclusively represented by us across Singapore, Thailand, Malaysia, Indonesia and Vietnam. His talent and vision have shaped standout campaigns — from three memorable Singapore Airlines films to collaborations with brands like Samsung and Foodpanda, and now Korean Air. We love working with him, and his craft and storytelling continue to bring a unique energy to every project.”

Credits
Client: Korean Air
Campaign: Anywhere is Possible

Agency: Publicis Groupe Singapore
General Manager, Publicis Première: Alexander Nikpour
Client Services Director: Francesca Babet
Global Executive Creative Director: Jennie Morris
Regional Creative Director: Ivan Loos
Regional Creative Director: Henrique Lamenha
Creative Director: Etienne Lesourd
Agency Producer: Annette Fausboll

Production: Applebox Asia
Director: John S. Park
Executive Producer/Founder: PT Khoo
Executive Producer: Alexis Shirlie Tay/Farah Fatah
Senior Producer: Dear