Cathay Pacific
Cathay Pacific's cinematic commercials and global travel campaigns across airlines and hospitality
Featured Cathay Pacific projects
This week's top Cathay Pacific projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Cathay Pacific · Cargo Big and Small
Cathay Pacific presents 'Cargo Big and Small,' a cinematic commercial that highlights the logistics of air freight through a sequence of wild animals interacting on a sun-drenched tarmac. Produced by GREATERGOOD, the spot transitions between wide shots of the runway and intimate close-ups of wildlife, including elephants, penguins, and giraffes. The project leans into a warm aesthetic, utilising natural light during the golden hour to accentuate the textures of fur and plumage. By focusing on the movement of various animals in an outdoor setting, the campaign employs a live-action technique to craft its narrative.
Cathay Pacific · Let Your Senses Guide You
Cathay Pacific’s Let Your Senses Guide You campaign acts as a sensory-focused travel exploration, directed by Collider with creative agency VCCP Singapore. The work presents an atmospheric journey across disparate locations, moving between nocturnal cityscapes, mountain vistas, and local night markets. Utilizing live-action technique and slow motion, the visuals highlight intimate human interactions with travel environments. Fin Design + Effects managed the post-production, contributing to the cinematic aesthetic through a transition between cool twilight blues and warm, interior-lit tones.
Cathay Pacific · The Difference Is In The Detail
Cathay Pacific’s 'The Difference Is In The Detail' is a culinary-focused production that examines the precision of airline catering through a macro lens. The film centers on the craftsmanship behind meal preparation, capturing the textures of fresh ingredients and the intensity of kitchen environments. Produced by All Of Us Here, the work employs high-speed cinematography to document the nuances of food preparation, from the steam rising from bamboo dim sum steamers to the motion of liquid hitting coffee crema. By utilizing macro techniques, the project emphasizes the kinetic energy and detail inherent in culinary service.
Cathay Pacific · Behind the Scenes of CX8100
Cathay Pacific reflects on its aviation heritage in this documentary project, "Behind the Scenes of CX8100." Developed by MSL Hong Kong and Publicis Groupe Hong Kong, the film charts the airline's legacy through archival footage and vintage cinematography. The narrative utilizes a mix of black and white sequences alongside retro color shots to ground the history of the brand. Visuals feature classic aircraft landings, historical aviation imagery, and archival cockpit perspectives, including shots of airplanes navigating the urban landscape. The project leans into an analogue film aesthetic, using authentic live-action techniques to evoke a nostalgic atmosphere.
Cathay Pacific · Livery
Cathay Pacific presents a look at its aircraft livery, captured through live-action sequences that focus on the technical details of the airline's fleet. The visual narrative emphasizes the signature brushwing logo across tailfins, paired with wide shots of wide-body aircraft taxiing against industrial airport settings. Produced by Lemonade Films and 3 Delta Fox, the spot utilizes clean, natural light to highlight the metallic fuselage and exterior branding. Post-production and VFX for the project were handled by The Embassy, resulting in a consistent, polished look throughout the commercial film.
Cathay Pacific · Business Class
Cathay Pacific’s Business Class project highlights the premium cabin experience, tracking a passenger’s journey from boarding to arrival. The live-action commercial emphasizes the transition from evening to morning, focusing on the lie-flat seating and the attentiveness of the flight crew in a clean, professional aesthetic. Developed by agency Team One, the production integrates on-screen graphic overlays to detail flight schedules and journey milestones. Music and sound design by California Music complement the sequence, which captures the comfort and environment of the airline's travel offerings.
Cathay Pacific · Cuisine
Cathay Pacific presents Cuisine, a commercial campaign spotlighting the airline's inflight dining experience. The film captures the elevated service standards of the carrier, showcasing a menu that includes short ribs, wine pairings, and traditional noodle dishes served within the aircraft cabin. Produced with creative input from Team One and sound design by California Music, the project leans into a cinematic, live-action technique. The visual approach utilizes natural light and warm tones to emphasize the premium quality of the culinary program for international travelers.
Cathay Pacific · Entertainment
Cathay Pacific’s 'Entertainment' commercial highlights the passenger experience through a focus on in-flight digital connectivity and cabin comfort. The film showcases a range of interactions, from cabin crew service to the navigation of seatback entertainment menus, framing the airline’s media library as a core component of the travel journey. Utilizing a clean live-action technique, the project emphasizes the transition between atmospheric exterior shots and the interior environment of the aircraft. Agency creative direction by Team One complements the narrative, with a custom soundscape provided by California Music.
Cathay Pacific · Service
Cathay Pacific presents a commercial look at their in-flight service experience, centering on the interaction between cabin crew and passengers. The spot captures the premium environment of the aircraft through live-action sequences that spotlight hospitality, meal service, and cabin amenities. Developed with creative contributions from Team One, the film uses bold typography overlays to frame the passenger experience and communicate key flight details. The production leans into a clean aesthetic, utilizing professional videography to underscore the travel journey.
Cathay Pacific · Be Moved
Cathay Pacific’s 'Be Moved' campaign highlights the nuanced experience of air travel through a focus on cabin hospitality and sensory detail. The commercial captures refined moments, from the service provided by flight attendants to the quiet luxury of in-flight dining and comfortable interiors. Crafted with a focus on warm interior lighting and cinematic framing, the spot emphasizes the tactile nature of the journey. The production was led by Team One, with sound design and original music provided by California Music.
The Atlantic, Cathay Pacific · Moved To Create
Moved To Create is a collaborative project between The Atlantic and Cathay Pacific, focusing on the intersection of travel and the creative process. The documentary-style film follows artist Joshua Vides as he reflects on navigating artistic challenges and the rhythm of his daily practice. Directed through a cinematic lens, the project captures the designer within his studio, documenting the transition from initial sketch to finished work. The piece balances technical precision with an intimate tone, incorporating live-action technique and analogue film textures to underscore the tactile nature of his design process.
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