Cathay Pacific, TikTok Launch DOOH

We introduced Cathay Pacific to TikTok with a captivating series of videos that blurred the boundaries between reality and imagination through immersive VFX. The campaign depicted a surreal celestial phenomenon unfolding over Hong Kong — a Cathay aircraft soaring above the iconic skyline, as what initially appears to be a cluster of clouds transforms into hundreds of delicate dandelion seedlings, dispersing and drifting gracefully over the city.

Symbolizing dreams and the boundless potential of possibility, the dandelion motif served as an evocative metaphor, inspiring viewers to look beyond the ordinary. This creative direction seamlessly extended Cathay Pacific’s brand proposition, Move Beyond, encouraging audiences to reimagine what lies ahead with Cathay.

The campaign’s strategic execution included a hero launch film alongside three creator-led POVs, each capturing the spectacle from different vantage points across Hong Kong, amplifying intrigue and maximizing reach.

My Role:
- Lead Creative on Winning Pitch
- Creative Concept
- Shoot Director
- Visual Treatment
- Post Production alongside VFX agency