Malta’s national carrier Air Malta, challenged us to produce a video that would, not only feature Malta’s beauty as a destination, but also awaken the spirit of travel.
The idea flickered. Candles. After all, Malta is an island of candles – their warm glow lines the shrines, churches and caves and their warmth is a symbol of the Mediterranean welcoming nature.
We storyboarded the idea. Then there was a lot of planning and sketching and counting. We labelled each candle and planned which ones had to be off or on at different times through a blow-by-blow light/extinguish manual handed to the crew.
It took 434 candles and over 30 people to bring the plan to life on the sand at Ä nejna beach, Malta. Each time we blew out a string of candles, according to the manual, we created a shimmering image of something synonymous with the Maltese islands – wine, fish, the sun, fireworks and the Valletta skyline.
The one-minute video, shot from above, was uploaded on YouTube and we embarked on a media campaign. The video was a success and received over 100,000 views.