British Airways.
British Airways.
Full creative production: CGI and post for a campaign that translates travel benefits into the language of classical sculpture.
Full creative production: CGI and post for a campaign that translates travel benefits into the language of classical sculpture.
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Client
Client
British Airways
British Airways
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Set in Stone
Set in Stone reimagines short-haul travel through classical sculpture, reframing British Airways’ onboard benefits as passenger rights rather than added extras. The campaign translates these essentials into a series of marble figures each designed as a physical embodiment of a single service.
The work draws from European sculpture and mythology: cherubs, gargoyles, lions, dragons, mermaids and minotaurs where figurative stonework has long been used to tell stories across cities and architecture. Here, that language is repurposed into contemporary objects that give form to travel benefits.
Set in Stone reimagines short-haul travel through classical sculpture, reframing British Airways’ onboard benefits as passenger rights rather than added extras. The campaign translates these essentials into a series of marble figures each designed as a physical embodiment of a single service.
The work draws from European sculpture and mythology: cherubs, gargoyles, lions, dragons, mermaids and minotaurs where figurative stonework has long been used to tell stories across cities and architecture. Here, that language is repurposed into contemporary objects that give form to travel benefits.
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Sculptural Characters
(02)
Luggage, refreshment, rewards, convenience, discovery, messaging, and family are each interpreted as individual sculptural characters, defined by their own posture, materiality, and presence.
Luggage, refreshment, rewards, convenience, discovery, messaging, and family are each interpreted as individual sculptural characters, defined by their own posture, materiality, and presence.
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Rigging
(03)
The development of each piece began with hand-drawn concept sketches, exploring form, symbolism, and character from the ground up. These initial studies were shared with the client for alignment ensuring each concept captured the intended narrative before moving into production. The sketches were translated into detailed 3D modelling and CGI development, where material realism, surface variation, and sculptural weight were carefully refined.
The development of each piece began with hand-drawn concept sketches, exploring form, symbolism, and character from the ground up. These initial studies were shared with the client for alignment ensuring each concept captured the intended narrative before moving into production. The sketches were translated into detailed 3D modelling and CGI development, where material realism, surface variation, and sculptural weight were carefully refined.
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Modeling
(04)
We developed and produced the full suite of CGI sculptures, building each figure as a highly detailed marble asset designed for both close viewing and large-scale application. Attention was given to material realism, surface variation and character expression, allowing each piece to hold weight across formats.
We developed and produced the full suite of CGI sculptures, building each figure as a highly detailed marble asset designed for both close viewing and large-scale application. Attention was given to material realism, surface variation and character expression, allowing each piece to hold weight across formats.
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Conclusion
(05)
The result reframes everyday travel benefits as something fixed and tangible not added value, but something inherent. A system of objects that positions British Airways as a British original, expressed literally in stone.
The result reframes everyday travel benefits as something fixed and tangible not added value, but something inherent. A system of objects that positions British Airways as a British original, expressed literally in stone.
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