Brief Explanation

Paper-craft wizard, Luca Iaconi-Stewart creates an amazingly detailed model of the Singapore Airlines Airbus A380, fitted with functional miniatures of the airline's award-winning cabin seats and suites. The documented process covered over 3,000 hand-cut pieces and 1,000 hours of painstaking, meticulous craftwork.

Results

To demonstrate the idea of meticulous craftsmanship, the seat designs were created at 1:20 scale and constructed to have fully functional moving parts. The 5 seat class designs took over 6 months to build out of 100 manila folders with over 3000 hand-cut parts that were glued and assembled by hand. We documented over 1000 hours of work for the final social video and supporting content. The final designs were revealed across 5 social media channels, accessible to Singapore Airlines' global network. One of the biggest challenges was getting the accuracy of the seats. Luca Iaconi-Stewart went through multiple variations to get it right. Another constraint was the budget for production. We did not rely on a professional film crew to capture the footage. The agency worked closely with the talent, Luca, to produce the shots himself using his own camera.