In 2021, Singapore Airlines unveiled ‘The Sound of Singapore Airlines,’ which comprises three instrumental tracks serving as its sonic signature.

The main objective for this brief was to enhance awareness and memorability of the tracks, so we tapped onto the insight of how music could evoke memories and nostalgia.

We wanted customers to effortlessly associate this distinctive sound with Singapore Airlines, much like the iconic Batik Motif, whether they’re contemplating the airline or embarking on a journey with us.

Stop motion brought this film to life. With the world embracing the wonders of A.I., we wanted to do things differently by reviving the art of craftmaking to weave a sensory experience through our sonic branding music. Our desire to uphold meticulous attention to detail, synonymous with Singapore Airlines brand beliefs, led us on a creative journey with Copenhagen-based director, Marcus Møller Bitsch. Together, we handcrafted a music box inspired by Singapore Airline’s Business Class cabin. Each prop, including the iconic cabin crew sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline.