Brief Explanation

Today’s travelers seek out inspiring new cultures and exciting experiences. For Korean Air to successfully engage with them, we created Go Korean: a bold new brand platform that puts the vibrancy of modern Koreanness on display, inviting travelers to not just travel, but immerse, while delivering perspective-changing experiences that express the unique beauty of flying Korean Air. To relaunch the brand to a global stage, we created a brand film that shows a passenger’s transformative journey through the jet bridge, as he accepts the invitation to Go Korean. During the film, we follow him from the boarding gate to his seat on the plane, as he experiences the vibrancy of the immersive Korean-inspired world of Go Korean. A unique travel experience emerges with a modernized and refreshed brand, delivered alongside a clear message: there is only one way to Go Korean.

The Brief

Our fast-paced edit brings to life a sense of forward motion. Scene after scene, we follow our passenger down the jet bridge, putting viewers in his shoes, experiencing unique aspects of Korean culture - always keeping them engaged with each quick cut. The seamless transition between each of the six physical sets, evokes a sense of continuity. Additional transitions, glitches and camera rotations build a dynamic sense of energy. The beat of “Na Madruga” by Branko always matches each change in rhythm and pace, assuring throughout the film the sense of a continuous forward motion that we wanted to convey. Ultimately, this film takes a fresh new approach to airline advertising, packing the most exhilarating sides of a culture into a brand, and turning a short walk down the jet bridge into an unforgettable journey.