Korean Air is launching a new global advertising campaign to elevate the brand to a whole new level. The new campaign, entitled \"For life on a whole new scale\", kicked off globally on September 1st, 2010 in a cross media blitz featuring all new commercials on TV, print, outdoor and digital channels.

The TV spot, for which all live-action was shot in Bangkok, covers scenes from New York, Brazil, Egypt, Seoul, Los Angeles, Hong Kong, Shanghai, India, Paris, London and Vietnam.   

Living Films, collaborating once again with director Matthias Zentner produced the TV Commercial in Bangkok.  Both Matthias and Fred Turchetti (Executive Producer) have come to recognize Thailand’s strength in servicing studio shoots requiring strong art department contributions.   In the case of Korean Air’s “For Life on a whole new scale” spot… this is as apparent as ever.  Using only still shots from around the world, the entire spot was created in two days on stage in Bangkok.  Most TV Commercial producers would never guess that the spot was made in Bangkok just by looking at it (and in two days nonetheless!)