Inside AirAsia brand co.’s bold move to appoint Ta-ku as Creative Director

A surreal and vibrant composition with large floating human faces and intricate gold ornament, surrounded by abstract shapes and colours.

In a bold move, AirAsia brand co. has appointed Ta-ku — musician, producer, and visual artist—as its new Creative Director, sparking intrigue. Some people are asking, “Why Ta-ku?”. But that’s exactly the point. AirAsia’s choice signals a shift from simply operating an airline to becoming a cultural powerhouse, driven by the stories, passions, and people of Southeast Asia.

Why an airline needs a storyteller

Ta-ku has long differentiated himself by telling stories from the heart. In appointing him as Creative Director, AirAsia brand co. is embracing a fresh approach to brand storytelling.

Instead of focusing on what they do, they seek to highlight why they do it—sharing stories that celebrate the lives and dreams of the people they serve. Through this narrative, the brand aims to inspire travel not only across borders but also across perspectives and passions, weaving an inclusive story of Southeast Asia’s dynamic spirit.

“I'm extremely passionate about the creative communities around me and the different perspectives and stories they have to tell. It's been the backbone of my work through all the different mediums I experiment with. Less about me - more about the beautiful people around me,” says Ta-ku.

Quote card from Ta-ku: "Culture that shows up in our communities is everything. Without that - we have no stories to tell."

Embracing technology and creativity to connect cultures

At the heart of AirAsia brand co.’s transformation is technology, which allows them to bring these unique stories to life. With tools like Adobe Firefly and Adobe Express, Ta-ku and his team can amplify these narratives and connect with regional communities on a digital level. Using Adobe tools, AirAsia is redefining how brands engage with audiences, encouraging communities to become active participants in a shared cultural experience, rather than just a product or service.

What’s to come: A partnership built on passion

AirAsia brand co. is challenging branding norms. They’re setting out to create a new model—one that embodies the energy and diversity of Southeast Asia. With Ta-ku at the creative helm, AirAsia is more than an airline; it’s a cultural connector, a champion of creativity, and a proud symbol of Southeast Asian identity.

Check out some of Ta-ku’s work or find inspiration and explore the power of generative AI with Adobe Firefly.