Emirates Airlines “Because”

Global TV Campaign

PRODUCED AT BRAND NEW SCHOOL, 2007—08

This global campaign for the world’s fastest growing premiere airline came directly to me through Jennie Morris, Impact BBDO's Creative Director on the account. We spent a total of 17 shoot days in Dubai and Kuala Lumpur, shooting trains, automobiles, a cruise ship, underwater and aerials. We flew around the Burj Khalifa and shot in the only Seven-Star hotel in the world. We spent four days shooting at Terminal 3 in the middle of construction. We made the Oman desert look like the Wild West, and Kuala Lumpur like Paris.

Based on Jennie’s beautifully meandering, associative scripts, the spots take the viewer from São Paulo to Paris, from the Orient Express to the QE2, from Ancient Egypt to the Age of the Explorers. One entire spot is dedicated to the otherworldly city that is Dubai.

In post production, Brand New School added a dozen animation and VFX sequences to the spots as well as all Flame finishing. We designed and animated Sumerian mosaics, Egyptian reliefs, Renaissance maps, Baroque etchings and satellite pictures. We provided two massive CG sequences of flying aircraft, as well as the Emirates branded world map showing all 100 destinations.