Showcasing Work-Life Balance and Real Stories
The Brief
Cathay Pacific, renowned for its dedication to excellence in aviation and customer experience, set out to refresh their recruitment efforts with a new series of videos aimed at attracting the next generation of talent. The airline expressed a clear desire to move beyond generic promotional material and instead focus on the authentic, personal narratives of their staff members. This approach would not only humanize the Cathay Pacific brand but also provide potential candidates with an honest look into what it truly means to be part of their diverse team.
To achieve this, we were tasked with crafting three distinct yet interconnected videos, each spotlighting one of the airline’s pivotal frontline roles: cabin crew, airport staff, and customer service staff. Through these carefully produced stories, Cathay Pacific aimed to highlight the unique challenges and rewards of each position, while emphasizing the company’s commitment to fostering a healthy work-life balance for all employees. The overarching goal was to inspire talented individuals to envision themselves thriving at Cathay, drawn in not just by the promise of a job, but by the prospect of meaningful personal and professional growth.
The Production Process
Our journey began with a series of in-depth conversations with Cathay Pacific’s human resources and marketing teams to fully grasp the qualities they sought in prospective employees and the attributes that set their current staff apart. It became clear that authenticity was paramount; the videos needed to reflect the real experiences of everyday people at Cathay, rather than rely on actors or scripted testimonials.
With this in mind, we spent several days meeting with employees across different departments, learning about their backgrounds, motivations, and the paths that led them to Cathay Pacific. After much consideration, we selected three team members who epitomized the values and spirit of the organization, and whose stories offered unique insights into the varied roles at the airline.
Each video began with a candid interview, allowing the featured employee to speak openly about their journey, their daily routines, and the support they receive from their colleagues and the company as a whole. These interviews became the emotional anchor for each story, offering viewers a window into the real-life experiences of Cathay Pacific team members.
Filming took place both on-site and behind the scenes, capturing each employee as they navigated their day-to-day responsibilities. The cabin crew member was filmed preparing for flights, interacting with passengers, and managing in-flight operations with professionalism and warmth. The airport staff member was shown coordinating logistics, assisting travelers, and maintaining the smooth flow of airport activities. The customer service staff member’s story highlighted the importance of communication and empathy in resolving customer concerns and ensuring a positive experience for all.

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