Oryx One
QATAR AIRWAYS
Qatar Airways is the flag carrier of Qatar, flying
to over 170 international destinations across five continents.
We were approached by their Global Brand team in order to bring to life a new cinematic opener for Oryx One®, their in-flight entertainment platform.
The challenge was to reimagine the Oryx One® experience in motion for a global audience of over 40 million people annually.
Early R&D explored leveraging the recognisable play button as well as the two “O” present in the wordmark. We wanted to give the play button a central place and function, activating the platform.
The “O” quickly became the element building the environment. The glass material was chosen to create a relationship through dependence between the play button (here imagined as a prism) emanating light and the environment that becomes visible through reflection.
The first part of the animation leads to the reveal of the prism which in turn activates a second animation where a 3D version of the wordmark is engulfed in light before blending into its final 2D vector form.
