ExtraMile HK

Creative Campaign for Airport Community

Storytelling with Purpose: Empowering Youth, Celebrating Everyday Heroes.

Deliverables:

Social Media Content Design (Instagram, Facebook) . Video Shooting & Editing . Photo Retouch & Adaptation . Info Graphic Design

Extra Mile is more than a CSR programme—it’s a social impact initiative under Hong Kong International Airport that champions its workers, supports their families, and inspires youth to pursue careers in aviation. My role was to lead the creative development and execution of the campaign, translating the airport’s values into a brand experience that feels human, hopeful, and community-driven.

My Role: Creative Direction · Video Production · Social Media Strategy · Art Direction · On-Set Directing

Tools Used: Photoshop . Illustrator . Lightroom

Inspiring the Next Generation.

At the heart of the campaign was a documentary-style video series that redefined the airport as a place of opportunity and growth.

Storytelling with Authenticity: Directed Day-in-the-Life narratives following youth interns behind the scenes, capturing genuine moments of learning, teamwork, and aspiration.

Audience-Centric Messaging: Balanced a warm, relatable tone for students with a more professional, inspiring narrative for parents and corporate stakeholders.

Creative Direction: Designed a filming approach that helped camera-shy teens feel comfortable on set, allowing their personalities and ambitions to shine naturally.

Narrative Arc: Built aspirational storylines that portrayed the airport not just as an employer—but as a community that empowers personal growth and future talent.

Directing youth with little on-camera experience was a challenge that I transformed into a strength:

  • Designed flexible, narrative-based video structures to accommodate candid footage.

  • Leveraged spontaneity and authenticity to make the videos more relatable and emotionally engaging.

  • Adapted messaging and visual style for different audience segments, ensuring every asset—from social snippets to longer-form videos—was targeted and effective.

Turning Limitations into Storytelling Strength

Results

The Extra Mile campaign increased visibility of the internship programme and positioned HKIA as more than an employer—it became a hub of opportunity, family values, and personal growth. The creative direction built a human-centered brand voice that made aviation careers feel both aspirational and accessible.