The new Singapore Airlines mobile app: seamless, and beautifully so.

Simple, really: the new SIA app Is faster, better, more integrated, with more features… it’s pretty much seamless. We were asked to demonstrate just how beautifully smooth it feels in use. But a simple walk-through of the features might not hit the emotional mark.

So, we made something truly beautiful — three seamless, looping animated interpretations of three new built-in features designed to help make travel seamless:

• The visual translator, helping you read physical signs in unfamiliar languages;

• The AI-powered, trip-recommendation engine, (kind of like visual Shazam), that can recognise an image of a place in the world, and offer a package to that destination;

• And the in-flight entertainment system’s new mobile integration, allowing you to pick up where you left off.

We made sure to built all three into one seamless world, but in a way that we could publish them separately. Then we set them free on the Internet, looping seamlessly all over the world, including:

• A YouTube full movie, and 15” and 6” individual bumpers;

• Web ads built using micro-sliced looping GIFs for seamless animation in small file sizes;

• Facebook video posts of all three;

• Instagram full animated versions, with boomerang of the Translator (the only one that made sense to watch back-and forth)

• …and of course everything linked seamlessly to the download and update locations.

Did it work? Seamlessly: we exceeded our clients’ download and update goals in under a month.