Singapore Airlines — a beautifully seamless new app

Simple, really: the new SIA app Is faster, better, more integrated, with more features… it’s pretty much seamless. We were asked to demonstrate just how beautifully smooth it feels in use. But a simple walk-through of the features might not hit the emotional mark. So we made something truly beautiful: a set of three animated interpretations of three new features (translator, image recognition, and in-flight entertainment integration). Then we set them free on the Internet, looping seamlessly all over the world.

• A YouTube full movie, and 15” and 6” bumpers;

• Web ads built using micro-sliced looping GIFs for seamless animation in small file sizes

• Facebook video posts of all three

• Instagram (and others) full animated versions, with boomerang of the Translator (the only one that made sense to watch back-and forth)

• …and of course everything seamlessly linked to the update and downloaded locations.

Result: exceeded the update and download goals in under a month. Smoooooth!