Imaginary Friends
Malaysia Airlines
Travel
With the launch of the new Business Flex category by Malaysia Airlines, we wanted to showcase what makes this new class so special.
To promote their new Business Flex, we read forums, asked rich people, and daydreamed about being them… to get why they would spend on something so luxurious.
It dawned on us that while comfort is the benefit we think of immediately, the even greater luxury is — time. With features such as allowing passengers to board an earlier flight, unlimited flight date changes, and priority access, we wanted to communicate how time is the greatest luxury of all on Business Flex.
To bring it all to life, and to cut through the clutter, we knew we had to be timely and relevant. At the time of the brief, the Wes Anderson ‘aesthetic’ TikTok trend was picking up steam. With our shoot locations in Japan, India, and Malaysia, we felt it was the perfect execution style to showcase the luxury of the Business Flex, with quirky little stories to highlight the features even further. When the spot launched, we managed to ride the Wes Anderson wave and present the brand in a fresh new light.
Creative Agency: Imaginary Friends Malaysia
Creative Director: Adam Chan
Head of Art: Siok Yee
Head of Strategy: Sabrina Jamaludin
General Manager: Joleyn Chin
Director: Sling Ng
DOP: Nicholas Chin
Producer: Shu Ying
Editor: Boyd See
Post: TANK 3 ASIA
Music: PITCH AUDIO
Audio House: TANK MUSIC ASIA
Production House: Directors Think Tank Singapore
Production Support (MY): Directors Think Tank
Art: Something Reel
Wardrobe: Wardrobe Room
Production Support (JAPAN): AOI Pro.
Producer: Ryosuke Yabe
Producer: Mak Hao Nan
Producer: Antonius Reinaldo Nugroho
Producer: Takayuki Inase
Make-up Artist:Akane Yamao
Production Support (INDIA): Fingerprint Films
Executive Producer: Madhukar Kotian
Producer: Dhananjay Kundar
Client: Malaysia Airlines
Group Managing Director: Datuk Captain Izham Ismail
Chief Executive Officer, Airlines Business: Ahmad Luqman
Group Chief Branding & Customer Experience: Lau Yin May
Chief Commercial Officer, Airline Business: Dersenish Aresandiran
Head, Global Marketing: Wong Wai Kuan
Head, Brand, Strategy & Creative: Juliana Chua
Creative Head, AV Production: Travis Loh
Senior AV Producer: Ahmad Ezzat Hakimi Ahmad Kamil
AV Producer: Cheok Mok Yee
Creative Head, Copywriting: Charlotte Lam
Senior Copywriter: Denise Lee
Creative Head, Art: Bala Chow
Senior Art Director: Clarice Yong
Creative Head, Social Media: Sherry Woo
Senior Executive, Social Media: Khaidir Kamaruzzaman
