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The challenge

From the get-go, it was important to represent Three Perfect Days in a video form while still linking closely to its printed counterpart. We set out with the intention of portraying a real fullness in every video – showing our chosen host having a truly perfect day in their home city. We also needed to create a format which could become a regular monthly series, in terms of style and content. It needed to have the air of an entertaining and informative destination guide.

The launch

Careful consideration went into the formatted graphics, shooting style, colour grading and musical soundtrack, building the unique style that the Three Perfect Days videos have come to be recognised for. Naturally, this style has evolved over time into a monthly, formatted show that feels very documentary-like.

The series is shot using a rough, on-the-shoulder technique, making it feel as though the host is leading our viewers around their hometown. Casual chats with locals and destination insiders are filmed in first-person camera to create an air of authenticity while second-person perspective is used to pick up the details of the location. 

Our casting process has had to be incredibly tight – it is vital that the three local hosts are engaging, have great local knowledge (which complements that of the other hosts in the video), and are able to hold the viewers' attention throughout each film. For this reason, Ink hired an amazing group of producers who are able to draw upon their wealth of casting experience to find the perfect fit every time.

Ellen Carpenter, editor-in-chief of Hemispheres magazine, also regularly hosts each video's introduction, linking it strongly to the inflight publication.

Ink custom-designed new graphics, as well as an opening title sequence for the Hemispheres Travel Show. We standardised our subtitles, which are reminiscent of the widely recognisable Netflix style, to make them feel more familiar and accessible.

The results

The reaction to the series has been outstanding. Not only did it win the award for Best Video at the Folio Awards, but it has also seen an increase in travellers booking flights to the featured destinations.

Previous case studies

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Enhancing the coolest British brand in the skies with an all-round media solution.

Ink was tasked with producing a five-star inflight magazine to match Etihad’s five-star service.

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