About Korean Air
Korean Air
Period
2018
Format
Digital Series
Location
Worldwide
Overview
A digital series by Korean Air, created for its 50th anniversary, tracing the airline’s journey of connecting people and the world through the stories of diverse individuals.
Thematic
Bringing Brand Identity to Life Through People
What We Did
Digital Series Planning, Multi-format Content Production, Post-production
Context
To mark its 50th anniversary, Korean Air launched a year-long digital content series centered around the stories of the people who have shaped the brand’s identity. The series spotlighted various work environments across the airline—from aircraft maintenance and flight operations to in-flight service and crew training—while also weaving in personal narratives, such as a new flight attendant’s first journey and the emotional homecoming of an overseas adoptee. More than a promotional campaign, this project was an opportunity to reflect on how Korean Air has connected people and the world across borders, generations, and time—redefining the emotional bond between brand and audience.
Challenge
As part of Korean Air’s large-scale 50th anniversary campaign, we were tasked with creating digital-native content that aligned with the overall ATL messaging while resonating on modern platforms. The core challenge was to build authentic, human-centered storytelling that stayed true to the campaign’s tone and manner—while ensuring that each piece stood on its own across digital channels.
- Qualifications of a Cabin Crew: We needed to capture immersive scenes with real trainees, without disrupting ongoing education.
- Pride of the Aircraft Industry: We had to film complex technical facilities within tight timeframes and under strict security constraints.
- How to be the Best Pilot: We were challenged to shoot stable, immersive footage inside a narrow, constantly moving simulator environment.
- Route to Root: We had to portray deeply personal emotions with authenticity, while seamlessly embedding the brand’s message.
Solution
We adopted a hybrid documentary format to transform everyday moments into meaningful brand touchpoints, ensuring each story stood independently across platforms. By focusing on different protagonists, we highlighted themes of service, identity, and pride—strengthening emotional connection and brand trust across audiences.
- Qualifications of a Cabin Crew: Cast real students, filmed within training schedules, and combined observational shots with interviews.
- Pride of the Aircraft Industry: Filmed in sync with actual tech center operations, using a protagonist-led structure for clarity and efficiency.
- How to be the Best Pilot: Designed a tension-to-relief narrative and used stabilized rigs to shoot inside moving simulators.
- Route to Root : Captured real-life moments across two cities, enhancing emotional depth through editing, music, and narration.
Watch
Route to Root
How To Be Best Pilot
Pride of the aircraft industry
Qualifications of Cabin Crew
From the Team
"Sure, you could view it as just another campaign film but that would miss the point. This was a real, human story unfolding in front of us. Behind it was the quiet, positive social impact of a company doing the right thing. And our job was to capture it with the care and attention it truly deserved."
Yoonseop Kim
Art Director
Credit
Art Director
Producer
Yoonseop Kim
Minseok Kim
Credit
Art DirectorYoonseop Kim
ProducerMinseok Kim
