Singapore Airlines - No Detail Is Too Small

Singapore Airlines - No Detail Is Too Small

To celebrate their flagship aircraft and build upon a tradition of high-quality marketing videos expressing customer dedication, Singapore Airlines has released a stunning video depicting the creation of a paper-craft A380.

In the YouTube video called “No Detail Is Too Small” (which has nearly 1.1 million views) the airline shows us how much thought, care and engineering go into its onboard experience by having American artist Luca Iaconi-Stewart build a replica cabin section for each A380 seating class.

The video is about 2.5 minutes in length and is accompanied by inspirational piano music. It shows only a drafting table, the artist’s hands and the delicate instruments he uses to mark, cut and assemble miniscule pieces of manila folder paper into cabin sections. There is a separate piece of paper cut and glued for every individual part in the cabin: tray-tables move, seats recline and First Class Suite doors slide open and closed. No detail is overlooked.

The video is filmed mostly in time-lapse, but there are short intervals of real-time footage to emphasise special parts of the building process.

Within aviation, blog sites such as The Designair and One Mile at a Time gushed about the project. The video impressed bloggers outside of aviation too. Toy culture blog TOYSREVIL and enviro-architecture blog inhabitat reposted the video as well.

Singapore’s social team was on point, creating a series of extra 15-second videos for Instagram and using the #NoDetailTooSmall hashtag. They also reacted quickly to comments from YouTube viewers.