Thematic
Clarifying Brand Vision
What We Did
Documentary Planning, Global Production, Post-production
Context
In-flight dining is one of the most defining aspects of a passenger’s experience—and a powerful reflection of an airline’s identity. Korean Air set out to go beyond simply serving meals, aiming instead to offer a dining experience on par with the finest restaurants. To achieve this, the airline collaborated with Chef Kim Sea-kyeong to develop a modern menu optimized for in-flight conditions, and partnered with some of the world’s leading tableware brands. Bernardaud crafted refined porcelain exclusively for First Class. Riedel provided wine and champagne glasses designed to enhance aroma and flavor. Christofle offered a full-size cutlery set, from espresso spoons to cocktail forks. For Prestige Class, Armani/Casa introduced a bespoke design that balanced practicality with spatial efficiency. This transformation wasn’t just about luxury—it was a thoughtful, sustainable effort to recreate a sophisticated culinary experience in the sky, reflecting Korean Air’s dedication to refined service and innovation.
Challenge
We had to travel across Europe in a limited timeframe to film the ateliers and production sites of each brand involved. The goal was to capture not only the design philosophy and craftsmanship behind the exclusive products developed for Korean Air, but also to show how each element comes together within the larger narrative of a “fine dining experience at 35,000 feet.” It was particularly challenging to visually convey the unseen efforts behind this transformation: the menu development process that considers how cabin pressure and humidity affect taste; the reinterpretation of Korean tradition brought to life through the porcelain-making heritage of France; and the thoughtful tableware design that accounts for galley cart dimensions and repeated wash cycles. All of this had to be told within the strict visual guidelines set by each luxury brand—while still maintaining a cohesive cinematic aesthetic throughout the series.
Solution
Under the concept of “Culinary Artistry at 35,000 Feet,” this episode follows the journey of in-flight dining evolving beyond a simple meal into a unique, elevated experience in the sky. At each brand’s atelier, we capturedthe meticulous process by which artisans, grounded in centuries of tradition, bring contemporary design to life.From the firing of Bernardaud’s porcelain to the final polishing of Christofle’s silverware, each moment was filmed with a cinematic sensibility to visually express the brands’ unwavering passion for perfection. Interviews with Korean Air executives, including David Pacey, as well as leaders from each partner brand, reveal the meaning and philosophy behind every unseen detail. The episode concludes with a scene in which all these elements—food, design, and service—come together in perfect harmony on board, like a finely tuned orchestra.
From the Team
“It was a captivating experience to document how Europe’s finest luxury brands reinterpreted their heritage and craftsmanship for the unique environment of the sky. It made us realize that true premium comes from an attention to detail—even in the places no one sees.”
Diane YooProducer
Credit
- DirectorYoonseop Kim
- Executive ProducerMinseok Kim
- ProducerDiane Yoo
- Assistant DirectorShiheon Lee
- WriterHyejin Jeon
- Cinematographer #1Andy Choi
- Cinematographer #2Seungchan Baek
- Cinematographer #2Hyunseok Do
- LightingSeokho Lee
