Emirates
Design | Print | OOH
Emirates required a refresh to their 2 year old ‘Hello Tomorrow’ campaign. Working alongside a tight-knit team, I created print and OOH executions. There were a total of 26 ads to concept, art direct and design. Each ad explores the reality inside the cabin for each of the different classes; Economy, Business and First Class. We wanted to capture how people felt when travelling with the airline and the benefits of each class. We touched on a range of key areas such as: service, food, comfort, privacy, TV, music, bars and entertainment. Each ad had its own identity, yet felt part of a cohesive set. The shoot production spanned over two weeks in Dubai and was set on two planes in Dubai airport.
Photography: David Ryle Creative Direction: Ilana Einfeld Producer: Glen McLeod Additional Art Direction: David Simoes Creatives: Simon Helm, Madeline Morris, Felicity Buckham, Hamish Ryde, Olivia Marquis & Irene Pineda Account Director: Magdalena Richardson
Creative Development
I began scamping concepts to clearly communicate the benefits the different classes had on offer. In this particular scamp, I tried to capture a POV angle to highlight the width of the TV screens and the enjoyment the passenger is having.
We used an illustrator to sketch out the chosen scamps to a professional standard. These were placed in layout so we could get a clear idea as to how they would look in-situ.
The final illustrations were professionally photographed in Dubai Airport over 2 weeks. There were 26 ads to produce in total, that effectively communicated the benefits from initial concept through to final design.
