A High-Speed Collaboration with Gaku Lange: AirAsia x American Tourister

In 2024, I was engaged by Abc.co, the branding arm under AirAsia, to manage project timelines and ensure seamless team alignment. One of the key assignments was a high-profile AirAsia x American Tourister crossover campaign, directed by the renowned Gaku Lange (Gakuyen) from Japan.

Due to a tight turnaround, the project manager sought my expertise as a commercial video producer to step in as the critical liaison between the company, Gaku and his assistant, as well as an external production team of talented freelancers. With less than two weeks to secure locations, props, and additional talents, the pace was intense.

Gaku and his assistant only had three days in Malaysia—forcing us to make rapid, on-the-spot decisions. I worked closely with the team to pre-prepare a variety of options so Gaku could quickly select what best suited his vision, ensuring no time was wasted.

What stood out most in this collaboration was Gaku’s incredible creativity, his mastery of unique camera work, and his deep respect for our efforts. Despite the pressure, his leadership made the process both educational and genuinely enjoyable.

Gaku later shared a behind-the-scenes video on his YouTube channel, where our team’s coordination and support were featured—a proud moment for all of us.