When we first received this assignment, the pressure was real.

This was not an ordinary credit card project. It was the very first co branded card of Taiwan’s only boutique airline, created in partnership with E.SUN Bank, one of the strongest financial institutions in the market. The pressure was relentless. Coffee and antacids became part of the daily routine.

The challenge was not only the weight of expectation. Aviation and banking are not an easy combination to spark creativity. Aviation demands speed, vision, and a sense of aspiration. Banking stands for stability, trust, and precision. Bringing these two worlds together into a concept that felt elevated and convincing was a question that tested us from day one.

The Soul of Four Cards. Four States of Life in Flight

In the end, we brought the focus back to people. A card accompanies a person through a journey of life.
We chose aviation flight instruments as the core concept, using them as metaphors for the different heights, perspectives, and capabilities a cardholder experiences at different stages.

This led to four tiers, each representing a distinct state of life.

Titanium Card｜Attitude Indicator

Life at its starting point is like an aircraft just lifting off the ground. Every effort raises altitude little by little.

Titanium Business Card｜Weather Radar

In a world of constant change, success depends on reading conditions and anticipating what lies ahead. Those who dare to fly are always the first to find clear skies.

World Card｜Terrain Awareness System

Crossing mountains and challenges builds the ability to see farther. Those who reach higher ground gain a wider perspective.

World Elite Card｜Three Dimensional Terrain Display

With the full landscape in view, altitude brings clarity. There are no unreachable destinations, only horizons that continue to expand.

When the World Was Locked Down, Creativity Was Confined

As we were developing the concept, the world entered a period of global lockdown. Flights were grounded. Business slowed. Travel came to a halt. A card designed to take people around the world was about to launch at a time when the world itself could not move.

For creativity, this was not one challenge, but several layered together.

The Breakthrough: The Most Beautiful Places Live in Your Mind

As options narrowed and limitations increased, a new realization emerged. While the world was closed, memory, imagination, and the value of freedom could not be contained.

This led to a line that became the core of the campaign.Every place that stays with you becomes your personal world at its best.

The film avoided familiar advertising formulas. There was no heavy handed narration and no forced sentiment. Instead, music, rhythm, and imagery were used to help viewers recall the freedoms taken away over the past years. The spontaneous trips. The effortless departures. The adventures once taken for granted.

At this moment of renewed possibility, the STARLUX and E.SUN co branded card launched as more than a financial product. It became a symbol of reopening the world.

This was not just a card, and not merely a collaboration. It was a demanding mission completed through creativity, resilience, and belief during one of the most challenging periods in recent history.

It gave people a reason to fly again, and a reason to look forward to the world ahead.