ABOUT

Silk Sky

Historically, a silk-inspired visual is mandatory in THAI Airways communications to reflect the tag line “Smooth as Silk”. Silk represents luxury, Thai culture, and the airline’s heritage. We were briefed to create “Destination posters”, but instead of using Silk as a decorative design element, I saw it as an opportunity to integrate the silk into the storytelling. This series of posters would be released worldwide for travel agents and Thai representative offices.

Thai silk creates unexpected & unusually beautiful scenery as part of the destination, fluidly integrating the Airline and the destination as one.

Working with photographer Oh Singhasuvich (assistant to world-renowned Leibovitz studio), Thai silk is shot underwater to capture its fluid and organic movement. It is then sized, cropped, re-coloured and manipulated to enhance the atmosphere of a specific destination.