In-Flight Wine Club – Australia
Korean Air
Thematic
Culture-driven premium branding
What We Did
Documentary planning, global production, post-production
Watch
Context
Following the success of Korean Air's collaboration with sommelier Marc Almert in selecting 50 new wines that won five awards at the 2024 Cellars in the Sky Awards, the airline sought to create content that went beyond wine introduction. This Australia project marked Korean Air's first overseas filming-based content production since COVID-19, making smooth production execution a critical priority. The airline wanted to authentically convey the people and culture behind each bottle.
Challenge
The primary challenge was orchestrating seamless international production logistics for Korean Air's first post-pandemic overseas content creation. With production teams based in Korea and filming locations across Australia's Barossa Valley, coordination between local wineries, production operators, and the Korean creative team required meticulous planning. Simply showcasing wine production and tasting wouldn't create a distinctive narrative, so the team needed to leverage Marc Almert's expertise while ensuring technical excellence and cultural authenticity across multiple locations.
Solution
The production team established comprehensive pre-production protocols, creating detailed scenarios, sequence compositions, and shot lists during the planning phase. Local operators were strategically recruited across shooting locations, while the Korean directing team maintained direct contact with wineries and local production companies well in advance. Through thorough pre-consultation with the client, the team developed a near-complete visual framework before filming began. This meticulous preparation enabled fluid, uninterrupted production flow, positioning Marc Almert as a cultural connector who could naturally reveal the deeper narratives behind each bottle—from family legacies to terroir philosophy—while maintaining the technical standards expected for Korean Air's premium brand positioning.
From the Team
“Wine isn't just a beverage—it's a distilled expression of a place and the philosophies of the people who live there. Meeting the winemakers of Barossa Valley with Marc allowed us to vividly explore the culture surrounding wine, and in doing so, reaffirm the meaning of 'connection' that Korean Air aspires to share.”
Credit
- DirectorYoonseop Kim
- Executive ProducerMinseok Kim
- ProducerDiane Yoo
- Assistant DirectorShiheon Lee
- WriterNari Lee
- Cinematographer #1Andy Choi
- Cinematographer #2Grace
- Cinematographer #3Wei
- Boom OperatorTravis
- Local CordinatorJim