Dnata Promotional Teaser Video.
Art Director / Post-Production Lead
dnata is one of the world's largest air services providers. Headquartered in Dubai they offer cargo, travel, ground handling and flight catering services across five continents. With their aquisition of UK based Alpha LSG inflight catering services they wanted to promote a new high-end catering offering to a select group of VIP clientele (B2B).
In-flight catering isn’t known for it’s nuanced flavours and quality ingredients, so the challenge was to overcome the stereotypes and establish dnata as a trusted supplier of high quality food expertise to a discerning clientele.
The Concept
Convey the idea of culinary excellence through cinematic storytelling.
Teaser
The Result
With the considered use of camerawork, lighting, screen direction and music, the video is a celebration of food excellence.
Art direction
For this project to effectively engage the target audience, I made specific creative choices designed to evoke the sophisticated ambiance reminiscent of exclusive high-end establishments that would align with the audience's identity.
Lighting was manipulated to create depth, drama and atmosphere,
Camera moves were subtle but motivated, designed to draw the viewer in, giving a sense of intimacy and amplify the drama
Food styling was handled by a professional chef using the finest ingredients
Music was chosen to connect with the audience and its pace and rhythm to enhance the drama
With visuals curated to evoke a sense of luxury, sophistication, and exclusivity, the art direction played an essential role in crafting a visual story to engage with and appeal to the audience.
The Outcome
This project was a step away from the space dnata’s brand traditionally occupied. Their food retail team understood the need to create a niche offering that would appeal to a consumer accustomed to exclusivity, and so we we’re given some freedom to move away from the more commercially orientated style of the brand. In doing so, this short teaser positioned dnata as a brand that could effectively engage with its high-end clientele, leaving an impression that their new product offering was suitably sophisticated and refined.
“We were incredibly impressed by the video the team produced. It’s a significant upgrade from our previous catering presentations and greatly assisted in demonstrating our capabilities to potential clients. ”
— Alan Hayes, dnata Retail Strategy Leader