Pleased to be able to share a little behind-the-scenes action from a recent commercial shoot I did for Cathay Pacific in conjunction with the agency Eight Partnership from Hong Kong. Eight had spent a really long time work on the rebranding of Cathay and the cornerstone of that was an update of the livery design on the airplanes themselves.
Cathay is one of the most iconic Hong Kong brands in existence and the goal of this short film was to tell the story of how and why the livery needed updating and explore the chronological process that the designers used to reimagine the brand for a modern day consumer. I was lucky enough to have one of my favorite cinematographers Jack Lam on board for the shoot!
Adding to the challenge of the filming (other than hoping that the planes would be where we wanted them on the shoot day) was that I was also 5 months pregnant whilst directing, so not able to run around quite as much as I might usually on set! It didn’t hold me back though – lucky to always have a PA nearby with a chair!
We shot some incredible visuals and created some really powerful and dynamic storytelling for the brand that came together with some awesome VFX shots once we moved into post-production.
Added bonus was that the Cathay Pacific staff members we cast were naturals on camera and took direction really well!
And we had a really fantastic team on board for the production!
You can check out the finished film from this commercial shoot here: http://joannabowers.com/slider/cathay-pacific-livery-commercial-director/