Qatar Airways could easily be simply ‘another middle eastern airline’ – but their product is unique and unrivalled. They needed to find something that truly represented the transformative power of the onboard experience – but without using traditional air travel stock imagery and scenarios.

To truly create a world like never before, unlike the rest of the travel category, we created a fantastical world and shot it as much in camera as possible.

The hand-built sets took their inspiration from impressionist paintings for Paris, the pop-art of DC Comics for New York, Chinese watercolours for Hong Kong and culture and history for Doha.

Then the scenes were constructed to reinforce craft - the sea shot using billowing silk, our cast walking on clouds, flying through the Hong Kong sky where floating clouds were suspended by wires.

Camera moves were engineered from different perspectives, reflecting the product’s transformative experience. From people running up the side of a skyscraper, to tricks of perspective - children giant one minute, tiny the next, and a camera move to transform someone standing to lying in an airline bed. Crafted to perfection. A world like never before.