Client: Scoot, 2022
The Problem
After Thailand's lockdowns were lifted, Scoot faced a problem most travel brands didn't anticipate. Thais didn't want to leave.
Two years of staying home had quietly turned lockdown hobbies into full identities. And the desire to travel had switched off entirely.
Flight bookings to and from Thailand were slow to recover, and conventional travel advertising wasn't moving the needle.
The Idea
Stop selling travel. Start confronting the truth.
We met our audience where they'd been living for two years—on social—and held up a mirror. Two short satirical films built around one uncomfortable observation: you've become your lockdown hobby.
Tapping into Thai humour, we gave people the wake-up call they needed to remember what was waiting for them outside.
My Role
Lead copywriter on the original creative team. I developed the initial concept and creative direction alongside my art director, then returned as lead writer through pre-production and production. I was on set and in the editing suite for the full shoot, which was managed remotely with a director and production team that was based in Thailand.
The Result
Both films ran across Thai social channels, earning organic engagement from Thai audiences and successfully reigniting Scoot's brand presence in the market during the post-lockdown travel recovery.