Singapore Airlines Launches ‘A Lens on World Class’ With Photographer Julia Nimke

“I’m going to shoot, edit, and create the exhibition at 30,000 feet.”


Following the launch of Singapore Airlines’ global brand campaign ‘Welcome to World Class’ in January of last year, the airline is following up with a campaign film that aims to capture the emotions and moments at 30,000 feet.

The two-minute film follows Berlin-based travel photographer, Julia Nimke, as she makes her way to her exhibit at the Leica Gallerie in Singapore via Singapore Airlines. However, there is one catch: the exhibit has not yet been shot. For this project, Nimke’s challenge for herself was to shoot, curate, and edit the exhibit on a flight, at 30,000 ft.

“I am a travel photographer, but I’ve always loved capturing the journey as much as the destination” said Nimke.


“It was an incredible once in a lifetime experience to work on a commercial flight and use the sky as my studio, working with the environment and light available as best as I could.”

A release for the campaign added: “Julia’s photographs capture the raw and authentic moments we love most about being in the air, such as a unique composition of a selfie using a mirror built into SIA’s Business Class seats, the way the light hits the spacious cabin basking one in a glow of light, or the moment a cabin crew delicately plates a dish like her own canvas.”

The photographs were displayed at the Leica Gallerie, located at Raffles Hotel, for a private exhibition.


“Julia was a dream to work with,” said Loo Yong Ping, deputy executive creative director at TBWA\Singapore, “her unique ability to capture natural, un-staged moments and use the available light and space at her disposal, and still create these beautiful images were really inspiring.”

“Shooting on a flight has its logistical challenges. You must work with the environment you have, all while keeping things discreet, as there are other passengers too. We’re glad that the film came out beautifully all, thanks to Julia’s unique eye.” added Jacky Lee, director at Smallshop.


Client: Singapore Airlines
Creative agency: TBWA\Singapore
Production: SixToes TV, Smallshop Communications

Full Credit List:
Deputy ECD: Loo Yong Ping
Associate Creative Director: Germaine Chen
Head of Copy: Lauren Lim
Content Creator Lead: Don Lim
Senior Copywriter: Jeng Yi Sow
Senior Strategy Director: Abhinit Agarwal
Senior Strategist: Jin Wong
Group Brand Director: Eleni Sardi
Brand Director: Justine Chng
Brand Executive: Hui Jin Teo, Tyrina Toh
Project Manager: Xiwen Ng

Sixtoes TV, Smallshop Communications
Executive Producer: Sariyanti Sannie
Producer: Deena Shareena K, Kim Teo
Photographer: Julia Nimke
Director: Jacky Lee
Executive Producer: Zhiyun Yee
Director of Photography: Juan Qi An
B Cam: Jonas Wong
Line Producer: Tricia Yiow

Picture of APAC Ad Junkie

APAC Ad Junkie

So many ads, so little time.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours