In which we did epic shit, and I wrote about it.
First published by TBWA\Group Singapore (LinkedIn)
TBWA\Singapore successfully wraps up “Beyond the Cabin”, a six-episode travel series with Singapore Airlines. After a remarkable travel-and-shoot experience spanning six countries across four continents. We spoke to the lean team who returned from their adventures with unique souvenirs from the road and unexpected stories to tell. Here are some of their stories. Eleni Sardi, Shin Ru Chew, Gabriel Li, Yong Ping Loo, Jeng Yi Sow, Lauren Yrastorza Lim
1. The Advance Party in Ho Chi Minh
Takeaways from “The Jazz Scene of Ho Chi Minh City”
Souvenir #1: “We chose this snowglobe tank because it felt apt for the first shoot, trying to find structure while making room for magic.”
First on site. First to set the rules. And make things smoother for the next five shoots. Here’s what Eleni Sardi, group brand director shared on how the team set things up for success:
“Anything that could be replicated in some way went into our learning sheet shared with everyone – whether it’s the client’s drink order, how to smoothen out any glitches with rehearsals, or what makeup tricks will be handy in nearly 40 degrees weather, to name a few. Our own very unique travel hacks if you like. Ho Chi Minh also saw the beginning of our new tradition: picking the most random and unusual souvenir from each destination to bring back as our travel mementos.”
2. Casting Right for Seoul
Takeaways from “Dance Your Way Through Seoul”
Souvenir #2 - “These feathers floated to the ground while filming a traditional fan dance scene. In the middle of winter, it’s a great metaphor. What looks effortless on screen, isn’t always easy on set. It takes a lot to make things look easy.”
Chew Shin Ru, senior brand executive of TBWA\Singapore, believes “passion, craft and curiosity” were the bar when it came to casting for the series:
“Once we had the cities and passions, we needed to start casting the face of each episode. This was a good challenge as we wanted to work with a cabin crew who truly resonated with our episode angle. The cabin crew we eventually casted not only has a rich dance background, she signs up for dance classes in Seoul during her layovers — and even gave us a list of studios we can research for our production. That’s the level of attention to detail and passion we were seeking.”
3. Plan B in Paris and Beyond
Takeaways from “Vintage Lovers in Paris”
Souvenir #3 - “Our souvenir for Paris is a headless doll from an antique market where we filmed. There were moments we could all relate to it.”
The unspoken “Plan A” in the book of production is always “Having a Plan B”. Quoting Gabriel Li, producer of SixToes Singapore:“It’s the rule of thumb to keep on your toes! Things don’t always go as planned. One example was an unforeseen event in Paris, resulting in our film location being locked down. Staying atop of the latest news in every city was how we ensured the best course of action could be taken no matter how unexpected the situation.
Whilst the shoot is of utmost importance, never give up a chance to have a little fun! It’s experiences like these that give us the best moments we will always reminisce and cherish.”
4. All Hands on Deck in Auckland
Takeaways from “The Artsy Side of Auckland”
Souvenir #4 - “Here’s a squawking seagull we got from Auckland. It sums up our ability to have fun on set and make things work on the fly — even when circumstances arise to test your ability to make room for change.”
So, what happened in Auckland? Hear it from Loo Yong Ping, deputy executive creative director of TBWA\Singapore, who embraced an unusual challenge:
“For this episode, we had to shoot without our director as he got sick. We already had a very lean crew, and with the director down, we all had to step up and collaborate on a new level to make the production a success.
The relationship we have with our clients, and the context of working beyond the confines of a corporate office allowed us to help each other out and connect as human beings.
It’s always amazing to know that all hands are on deck, even when a crew is down.”
5. Epic Side Quests in New Delhi
Takeaways from “Flavours of New Delhi”
Souvenir #5 - “Nothing in Delhi was by the book but we did it anyway — with epic results.”
Here’s what Sow Jeng Yi, senior copywriter of TBWA\Singapore has to say about an unexpected “side quest” the team delivered, within 48-hours in New Delhi:
“Overseas shoots can come with side quests. For my episode, we made a Singapore Airlines Batik Motif apron happen in 48 hours. After inspiration struck during our first dinner in Delhi.
If you watch the episode closely, you’d have seen Mitchelle, our In-flight Manager and MasterChef Singapore finalist — wearing a beautifully hand-stitched apron. We had an idea and we made it happen. And it wouldn’t be possible without the amazing team of producers in Singapore, London and New Delhi.
We were all running on a tight schedule. Multi-tasking looked rather unreal at times: You have a writer making apron mockups on her phone (on the move) while the producer makes sure she doesn’t fall off the path. The trishaw. Or the rooftop.
We could only do epic things because we helped each other in epic ways.”
6. New Scripts in New York City
Takeaways from “New York City in Reel Life”
Souvenir #6 - “Our final souvenir to wrap up the series was a battery operated taxi. After a 19 hour flight and landing in monsoon weather, we wound ourselves up like little battery operated toys each day, ready to take on the frenetic energy of New York. It was a wild ride.
Here’s what Lauren Lim, Head of Copy at TBWA\Singapore had to say about making sure the show went on:
“While on a typical shoot, the storyboard is the contract between you, the production house, the client, and the advertising Gods that be. But on a shoot like ours, you had no choice but to work with whatever the world threw at you and hold your client’s hand through it. In this case it was a three day monsoon in New York, which we factored into the script. We wrote and rewrote lines in the van on the way to the location to make them easier to read. We stayed calm, even when the NYPD came by to see what we were up to. It wasn’t exactly what we had storyboarded, but it was better because it was real.
Also never underestimate sleep, hydration and eating well. It’s tempting once work is done for the day to go and explore the city, making your down time almost like a vacation to yourself. I found that having the discipline to eat well, hydrate, and get some rest were how I stayed alive for the surprises that came next.”.
An overseas shoot, like travel itself — is an experience for one to re-examine their connection with the world.
And like how Yong Ping, deputy executive creative director summed it up,“travelling and shooting abroad for Singapore Airlines will definitely be one of the highlights in our careers. It’s important for everyone to enjoy the fruits of their labour by attending these shoots and fully immerse themselves in the experience around the world. Advertising can be fun! And it is still very much a remarkable job to have.”
Watch "Beyond the Cabin" on YouTube