Cathay Pacific Airways Film STUDIO CX by McCann Erickson Hong Kong


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Industry Business equipment & services, Corporate Image
Media Film
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Director Vip Kwai
Executive Creative Director Thierry Halbroth
Creative Director Anita Ng
Art Director Keith Tsang
Production Manymany Creations
Released August 2010

Credits & Description

Category: Broadcast Idents & Sponsorships
Product/Service: STUDIO CX
Production Company: MANYMANY CREATIONS, Honk Hong, HONG KONG
Date of First Appearance: Aug 15 2010
Executive Creative Director: Thierry Halbroth
Creative Director: Anita Ng (Associate Creative Director)
Art Director: Keith Tsang
Director: VIP Kwai
Music: Charles Edwards @ The Media Village
Other Credits: production team Arsan Leung, Wai Sze Chan, Roy Kwong, Bosco ChangMultimedia Designer: Cyrus Li/3d Rendering: Simon Sze @ Many Many

English Description
StudioCX is the world-class entertainment system that Cathay Pacific Airways provides its passengers on board all its aircraft. In mid-2010, we revamped the original ident to give it a fresh look in view of their recent upgrade and expanded selection.

The approach was to build something iconic and timeless that would link the entertainment system to the airline and its Hong Kong home. We chose to focus on Hong Kong’s look, feel and entertainment, and then link it all back to StudioCX.

Using the latest in 3D rendering, we took a futuristic approach to rebuilding the skyline – even to the extent of completing buildings that are currently in planning or under construction. Using music and a single, smooth flight path, we created a journey of excitement, colours and emotions that gives the passengers a bird's-eye view of the city before taking them into the sky and into their own personal space to enjoy StudioCX.

Hong Kong is world-class and second to none, and every time you see the ident you’re brought a little closer to Cathay Pacific’s home and Asia’s World City.