SirapopMultidisciplinary Creative
AirAsia Thailand · Art Direction

ขอใส่ใจให้หายคิดถึง

ขอใส่ใจให้หายคิดถึง — AirAsia Thailand, Art Direction by Sirapop
Client
AirAsia Thailand
Role
Art Director

She unfastens the seatbelt on purpose.

Context

Post pandemic, confidence was still fragile and safety was being communicated as procedure. Procedure reassures no one.

Idea

“ขอใส่ใจให้หายคิดถึง”, strictness rewritten as attentiveness.

Craft

The whole film rests on a misunderstanding: an elderly passenger keeps undoing her seatbelt, not to break the rule, but to be checked on. The safety message arrives as affection instead of instruction.