China Airlines 3D Billboard
China Airlines 3D Billboard
A premium 3D Billboard experience showcasing China Airlines’ Muslim-friendly offerings, luxurious business class, and wide-reaching global destinations—targeted for Malaysian travelers.
A premium 3D Billboard experience showcasing China Airlines’ Muslim-friendly offerings, luxurious business class, and wide-reaching global destinations—targeted for Malaysian travelers.
(Overview)
(Overview)
To reposition China Airlines as a modern, inclusive airline in the Malaysian market, this 3D Billboard campaign at Pavilion KL aimed to shift perceptions—especially among Muslim consumers. Historically, airlines associated with the term “China” have faced hesitations from Muslim travelers due to concerns over food and services. This campaign addressed those barriers directly through cinematic storytelling and immersive design, showcasing Muslim-friendly inflight offerings, business-class comfort, and the airline’s expansive global reach.
To reposition China Airlines as a modern, inclusive airline in the Malaysian market, this 3D Billboard campaign at Pavilion KL aimed to shift perceptions—especially among Muslim consumers. Historically, airlines associated with the term “China” have faced hesitations from Muslim travelers due to concerns over food and services. This campaign addressed those barriers directly through cinematic storytelling and immersive design, showcasing Muslim-friendly inflight offerings, business-class comfort, and the airline’s expansive global reach.
(Details)
(Details)
Client
Client
China Airlines
China Airlines
Service
Services
Service
3D Billboard
3D Billboard
Year
Year
2025
2025
A LUXURY TRAVEL EXPERIENCE, ELEVATED ABOVE THE CLOUDS
A LUXURY TRAVEL EXPERIENCE, ELEVATED ABOVE THE CLOUDS
(Insights)
Our creative direction focused on three key messaging pillars:
Inclusivity – Visual representation of Muslim passengers enjoying halal meals in comfort.
Comfort & Elegance – A premium cabin experience conveyed through cinematic animation, warm lighting, and intuitive interactions between passengers and crew.
Global Reach – A golden travel path emerging from Malaysia to major international destinations, including the US, Europe, Australia, South Korea, and Japan.
The result: a narrative that communicates more than just airline features—it highlights a redefined brand experience for Malaysian travelers.
Our creative direction focused on three key messaging pillars:
Inclusivity – Visual representation of Muslim passengers enjoying halal meals in comfort.
Comfort & Elegance – A premium cabin experience conveyed through cinematic animation, warm lighting, and intuitive interactions between passengers and crew.
Global Reach – A golden travel path emerging from Malaysia to major international destinations, including the US, Europe, Australia, South Korea, and Japan.
The result: a narrative that communicates more than just airline features—it highlights a redefined brand experience for Malaysian travelers.
(Creative Breakdown)
Environment & Location
The campaign premiered on the curved Pavilion KL billboard, with a design tailored to draw in pedestrians through depth and perspective. The digital cabin scene was designed to replicate China Airlines’ real business-class interiors with ultra-realistic detailing and warm ambient lighting.
Character Animation: Five distinct passengers reflected cultural diversity. A hijabi woman being served food reinforces Muslim-friendliness. Other passengers included a businessman using the full-flat seat, a tech-savvy Indian passenger enjoying the screen, and others relaxing or reading—each adding to the sense of authentic, high-comfort travel.
Object Modeling: Every item was modeled with precision—from the inflight meal trays to the curvature of the seats. The exterior of the China Airlines aircraft was also modeled, with attention to window spacing and branding.
Simulation & FX: Cloud simulations bookend the story—first parting to reveal the aircraft, later engulfing the screen to unveil a golden animated flight map. The map traced a smooth, cinematic arc from Malaysia to Taiwan, then branching out globally.
Lighting & Compositing: A warm, soft light gradient was used within the cabin to exude calm and exclusivity. Exterior elements like the sky and plane were lit naturally to reflect altitude and realism. Every reflection and light leak was composited to maintain immersion.
Environment & Location
The campaign premiered on the curved Pavilion KL billboard, with a design tailored to draw in pedestrians through depth and perspective. The digital cabin scene was designed to replicate China Airlines’ real business-class interiors with ultra-realistic detailing and warm ambient lighting.
Character Animation: Five distinct passengers reflected cultural diversity. A hijabi woman being served food reinforces Muslim-friendliness. Other passengers included a businessman using the full-flat seat, a tech-savvy Indian passenger enjoying the screen, and others relaxing or reading—each adding to the sense of authentic, high-comfort travel.
Object Modeling: Every item was modeled with precision—from the inflight meal trays to the curvature of the seats. The exterior of the China Airlines aircraft was also modeled, with attention to window spacing and branding.
Simulation & FX: Cloud simulations bookend the story—first parting to reveal the aircraft, later engulfing the screen to unveil a golden animated flight map. The map traced a smooth, cinematic arc from Malaysia to Taiwan, then branching out globally.
Lighting & Compositing: A warm, soft light gradient was used within the cabin to exude calm and exclusivity. Exterior elements like the sky and plane were lit naturally to reflect altitude and realism. Every reflection and light leak was composited to maintain immersion.
(Credits)
Agency: De Lettuce Bear
Creative Direction: Hamim Rosidi
Project Lead: Harvard Yap Hou Fai
Technical Supervision: Ilyas Bin Sofian
3D Environment & Modelling: Hamim Rosidi, Ilyas Bin Sofian, Chew Chun Hung & Muhammad Syahir
Character Modelling & Animation: Hamim Rosidi, Ilyas Bin Sofian & Chew Chun Hung
Environment & Location
The campaign premiered on the curved Pavilion KL billboard, with a design tailored to draw in pedestrians through depth and perspective. The digital cabin scene was designed to replicate China Airlines’ real business-class interiors with ultra-realistic detailing and warm ambient lighting.
Character Animation: Five distinct passengers reflected cultural diversity. A hijabi woman being served food reinforces Muslim-friendliness. Other passengers included a businessman using the full-flat seat, a tech-savvy Indian passenger enjoying the screen, and others relaxing or reading—each adding to the sense of authentic, high-comfort travel.
Object Modeling: Every item was modeled with precision—from the inflight meal trays to the curvature of the seats. The exterior of the China Airlines aircraft was also modeled, with attention to window spacing and branding.
Simulation & FX: Cloud simulations bookend the story—first parting to reveal the aircraft, later engulfing the screen to unveil a golden animated flight map. The map traced a smooth, cinematic arc from Malaysia to Taiwan, then branching out globally.
Lighting & Compositing: A warm, soft light gradient was used within the cabin to exude calm and exclusivity. Exterior elements like the sky and plane were lit naturally to reflect altitude and realism. Every reflection and light leak was composited to maintain immersion.
(Tags)
China Airlines 3D Billboard, Travel 3D Billboard, Pavilion KL Billboard, Muslim-Friendly Airlines, Premium Cabin Advertising, Aviation DOOH, Luxury 3D Billboard, Malaysia Travel Billboard, Airline 3D Animation, Muslim Market Advertising
China Airlines 3D Billboard, Travel 3D Billboard, Pavilion KL Billboard, Muslim-Friendly Airlines, Premium Cabin Advertising, Aviation DOOH, Luxury 3D Billboard, Malaysia Travel Billboard, Airline 3D Animation, Muslim Market Advertising
