A new check-in experience

Designers are always looking for a great canvas.

We dream of seeing work take flight on the sides of planes, in cinemas or on the jerseys of top athletes. The scale of it not only increases the impact of the work but asks us to push ourselves in pursuit of creating something memorable and deserving of the format.

The canvas, in this instance, being a giant 12m wide LED screen wall within Air New Zealand's redeveloped Premium Check-In (designed by CPRW).

Over the past year, Field of Play were lucky enough to continue our motion work with the award-winning airline - designing an ambient digital art experience to guide passengers through check-in and beyond. Thank you to Madeline Laffey and team for allowing us the creative space to tell a unique story through motion, rather than using animation as an afterthought as it so often is.

‘Passage’ reflects the journey of passengers across timezones through serene vapour trails casting light throughout the space. The vapours multiply and echo to create feather-like formations referencing Aotearoa’s native bird life. Sweeping across the screen like stage curtains, breathing from left to right, the vapours guide passengers from check-in to the spaces beyond. The work is accompanied by an original audio track produced by WorkGroup. The ethereal track is played throughout the space, stretching over 30 minutes in length and incorporates native bird songs recorded in New Zealand bush.

Over the past year, Field of Play were lucky enough to continue our motion work with the award-winning airline - designing an ambient digital art experience to guide passengers through check-in and beyond. Thank you to Madeline Laffey and team for allowing us the creative space to tell a unique story through motion, rather than using animation as an afterthought as it so often is.

‘Passage’ reflects the journey of passengers across timezones through serene vapour trails casting light throughout the space. The vapours multiply and echo to create feather-like formations referencing Aotearoa’s native bird life. Sweeping across the screen like stage curtains, breathing from left to right, the vapours guide passengers from check-in to the spaces beyond. The work is accompanied by an original audio track produced by WorkGroup. The ethereal track is played throughout the space, stretching over 30 minutes in length and incorporates native bird songs recorded in New Zealand bush.

Words

Elliot Stansfield

Date

17th October 2024

But storytelling doesn’t stop with the first impression. In fact, that’s just the beginning. Brands that understand the long-term value of storytelling build deeper, ongoing connections with their audiences. By evolving their narrative and responding to customer feedback, they create a living story — one that grows and adapts just like their audience does.

The best stories make people feel seen, understood, and inspired. They leave a mark not because they are loud, but because they are meaningful. This is the essence of modern branding, and it’s what sets extraordinary brands apart from the rest.