Making the everyday extraordinary with KrisFlyer

In KrisFlyer’s latest campaign, Make All Your Moments Extraordinary, director Salihin Ramli offers a quietly powerful perspective on how everyday moments can be elevated through intention, care, and thoughtful design. Rather than chasing spectacle or extravagance, the film finds its emotional core in life’s small details, where a simple family meal, a birthday surprise, or a spontaneous idea can become a lasting memory.

Produced by Plan A Production, the project marks an ambitious collaboration that brings to life a richly crafted KrisFlyer universe, cinematic in scale yet grounded in human truth. KrisFlyer is positioned not as a conventional loyalty programme, but as a subtle enabler: a presence that enhances experiences by making them more seamless, more rewarding, and ultimately more meaningful.

The project was entrusted to Plan A Production and director Ramli by TBWA Singapore, whose confidence in the team’s ability to balance storytelling, craft, and visual ambition played a pivotal role in shaping the film. Known for its strong creative vision and disruptive thinking, TBWA Singapore sought a production partner capable of translating a nuanced brand idea into a cinematic world that feels both premium and emotionally resonant. Through close collaboration, the agency, director, and production team worked in alignment to ensure that every creative decision, from narrative flow to set construction, served the central idea of elevating everyday moments with clarity and restraint.