Directed by British filmmaker Joanna Bowers and released earlier this year in Hong Kong, the documentary has garnered wide media coverage.
Speaking at the screening, Ms Bowers said she wanted to call attention to domestic helpers — a segment of society that often looks upon themselves as invisible — and remind them of their importance to households. When making the film, she had encountered women who were surprised someone wanted to delve into their lives.
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: https://joannabowers.com/slider/cathay-pacific-livery-commercial-director/
“Nobody migrates for work for fun. If you have a choice in it you are called an expat, but for people like Hong Kong’s domestic helpers, they just can’t stay in their own country because it’s impossible to support their family.”
“Joanna Bowers’ film following a volunteer choir of foreign domestic helpers as they prepare for a debut performance at Hong Kong music festival Clockenflap is an honest and heartfelt portrait of women leading challenging lives”
“These women are considered second-class citizens and often treated in a very unimportant disposable way,” says Bowers. “We wanted to see if we could elevate their status.”