Extra Mile HK is a social impact initiative under Hong Kong International Airport that supports airport workers and their families while inspiring youth to pursue careers in aviation. I led the creative development and execution of the campaign, covering video production, social media content, and seasonal visual storytelling.
Video Production – Inspiring the Next Generation
As a core part of the campaign, I produced a series of documentary-style brand videos to highlight the internship programme for students exploring airport careers.
Directed and shot “Day-in-the-Life” segments, capturing real interactions, behind-the-scenes operations, and aspirational moments of youth interns discovering their career paths.
Balanced tones from uplifting and relatable (for younger audiences) to professional and goal-oriented (for parents and stakeholders).
Developed a camera approach and storyline to put camera-shy teens at ease, creating natural, engaging footage while maintaining emotional authenticity.
Crafted a strong narrative arc with aspirational messaging, reinforcing the airport as a place of opportunity and personal growth.
Plot Writing, Video Shooting and Video Editing
Plot Writing, Video Shooting and Video Editing
Plot Writing, Video Shooting and Video Editing
Social Media & Content Strategy
Created daily visual content for Extra Mile’s social platforms, including inspirational quotes, fun airport trivia, and spotlight features on participants.
Designed visuals with approachable, community-centered tone, aiming to build a warm emotional connection with both the airport family and general public.
Produced seasonal celebration content (e.g., Lunar New Year, Mid-Autumn) to unify the audience and reflect local culture.
Creative Approach & Challenges
Navigated the unique challenge of directing youth unfamiliar with being filmed by designing flexible, narrative-based video structures with plenty of candid footage.
Developed content for a broad demographic, adjusting visual style and messaging depending on the theme—ranging from light-hearted and youthful to more emotionally driven and inspiring.
The campaign contributed to higher visibility of the internship programme and built a more personal, emotionally resonant brand voice for Extra Mile. It successfully positioned the airport not just as a workplace, but as a community that nurtures personal growth and supports family values.
My Role
Creative Direction · Video Production · Social Media Strategy · Art Direction · On-Set Directing
Tools Used: Premiere Pro · After Effects · Photoshop · Illustrator · Lightroom
Tools Used: Premiere Pro · After Effects · Photoshop · Illustrator · Lightroom
All works showcased in this portfolio are the original creations of the designer and are protected by copyright. Unauthorized use, reproduction, or distribution of any content is strictly prohibited. If you're interested in collaboration or have any inquiries, please feel free to get in touch.