Cathay Pacific: Passport to Asia

ROLE: CREATIVE DIRECTOR | DESIGNER

To showcase Cathay Pacific’s leading role in Asia travel to a millennial audience, we gathered a group of outstanding creatives to join us for a life-changing journey exploring Hong Kong, Southeast Asia, and South Asia.

The entire trip was guided by the fact that it was the beginning of the Year of the Monkey. The itinerary focused on creativity, intelligence, curiosity, and a bit of mischief. The group experienced the non-traditional side of Hong Kong, including hiking, camping under the stars in Sai Kung and dinner with local creative entrepreneurs.

During a week in Cathay’s hub, Hong Kong, the group learned from established mentors through workshops and assignments. Then, they departed for different international cities within Cathay’s network where they put their skills to the test.

  • Developed original concept and pitch deck with Director of Partnerships
  • Sourced 15 creatives for the campaign
  • Contracted designers and photographers to create overall experience
  • Produced the 10 day shoot on the ground working with creatives and vendors to make everything go smoothly
  • Led design team in creating visuals imagery and video for promotion including social and newsletter
  • Designed and built project hub on the Passion Passport website for community members to deep dive project content and get involved
Play Video