EVA AIR BRINGS CREATIVITY
TO A WHOLE NEW LEVEL
Information and photos provided by EVA Air
Amazing things can happen when you board an EVA Air plane. You suddenly find yourself having time. Perhaps it’s one of the few times that you actually do. You can spend hours doing whatever your heart desires – reflect, focus, create – in a relaxing atmosphere designed to take care or your every want and need. You are miles above all the people, things, and responsibilities that consume your every minute.
Catering to creative people is second nature to EVA. EVA’s creativity is evident in uniforms designed by Wang Chen Tsai-Hsia of Shiatzy Chen fashion house and planes dedicated to lovable Sanrio characters. EVA’s creativity begins at the ticket counter, continues through takeoff and stays with you all the way to your destination.
One in four business travelers say they get their best ideas when they’re traveling. By celebrating the fusion of creativity and travel, EVA Air is doing what no other airline has done before. EVA is continuing its tradition of being first, and being #1. Its latest campaign shows that with 16 hours and five-star service while you’re in the air, you can be your creative best.
For this marketing and ad campaign, EVA teamed up with Emmy-nominated director Floyd Russ, whose vision was to create eye-catching content that creative travelers would appreciate and relate to. Floyd’s work was recognized at the Cannes Festival of Creativity in 2014 and 2017, and most recently, his documentary short, Zion, premiered at Sundance where Netflix purchased it. The excitement and perspective that Floyd gave this project is attributed to the fact that he himself is a traveling creative, who knows what it’s like to get inspiration in the air.
There is creativity to be found in almost every career path. EVA made its new marketing campaign both genuine and authentic by featuring creative talents who are among the brightest in their respective fields. Whether it’s designing a garden in the middle of the street, coding an app for mobile devices, or creating beautiful designs on a piece of paper, Lily Kwong, Zach Lieberman, and Llew Mejia make the video real.
Llew Mejia almost became a doctor, but he dropped out of medical school to pursue his passion for art. He fulfilled his dream by becoming an illustrator. Today, Llew’s vibrant color palettes and intricate designs are found on Adidas gear, featured in an Apple commercial, and gracing his very own Pottery Barn collection.
Named one of the120 most important fashion influencers by “American Vogue,” Lily Kwong was also recognized by The New York Times as one of the “Nine Young New Yorkers Poised for Creative Greatness.” She has also been featured on Forbes “30 under 30 list.” Ms. Kwong is a talented landscape designer who effortlessly brings nature to urban landscapes through collaboration with brands such as St-Germain and the 14th Factory. She attributes her love of plants to growing up in the mountains of northern California. When she moved to New York, Ms. Kwong could not help but notice the obvious lack of green space. It became her passion and mission to bring lush foliage to urban areas around the globe with her awe-inspiring installations.
Zach Lieberman is a new-media artist and Cannes design-winning tech visionary whose Eyewriter project was identified as one of the 50 Best Inventions of the year by Time magazine. He shares his passion for technology by teaching, and doing his best to blur the lines between augmentation and reality.
As one of the world’s top 10 airlines, EVA could simply focus on its award-winning service. Instead, it invited creative, successful young professionals to find inspiration in the air for this exciting campaign. As each one settled into their surroundings, cameras recorded every minute. From their amazing experiences in Royal Laurel Class, to the cultural and sensory experiences unique to EVA, these creative professionals were inspired. In fact, they were so inspired that each one of them created a piece of art that came to life when they arrived in Taipei.
A rough sketch can be the seed for a great idea. Llew filled his sketch with subtle touches of Taiwanese culture for this video. If you take a quick look at Llew’s sketch, you might think you are looking at a person’s head. But take a closer look, and you will realize you are looking at delicious dumplings, the landmark Taipei 101 building, and a man releasing lanterns into the sky.
Lily’s sketch shows a busy city street in full bloom with a beautiful flower installation. It’s not the place where one would expect to find flowers. As it caught the eye of each and every passerby, Lily’s meandering floral path of red and blue blooms brought nature into an urban area. It also brought the community together. In a finale that seemed magical local people were encouraged to take the flowers home with them.
Zach stayed true to his love for new media by sketching out a plan for a way to capture photos and give them dimension in the real world, using augmented reality. Then, Zach created an app that did exactly that. Local skateboarders found themselves amazed as they were able to watch their tricks captured and frozen in time with obvious amazement at a skatepark next to the Huashan 1914 Creative Park.
Floyd captured each of these creative young professionals in his or her own element as he told their stories in captivating ways. He followed Llew through his collaboration with local Taiwanese artist Vastar until that proud moment when they stood together, surveying the final artwork. He kept his camera on Lily as she learned about local foliage from a native and shared what she learned with the surrounding community. Floyd used video to show that Lily’s landscaping genius and Zach’s exciting augmented reality capabilities bridged language barriers and made technology an effective method for communication. The uniqueness of each of their stories shared the commonality of finding inspiration and influences in new places, faces, and the flight that brought them there.
Along with celebrating creative thinking, we find a shift in how we define business-class passengers. Now, what was once a stodgy environment for older, established executives traveling for work, has become an environment for globetrotting app coders and cutting-edge designers who share their vision and insight at conferences around the world. Career paths have evolved to focus on creativity, and mobility, requiring air travel to become less a vessel of transportation, than one of inspiration.
So, next time you fly EVA, take advantage of your time. Savor a glass of wine, finish that book you started writing, or watch a favorite movie. Who knows? Maybe your inspiration will lead you to create the next big thing.
When all your needs are met, your mind is clear for takeoff!