Emirates T3 launch

Few brands have transformed themselves as dramatically as Emirates.

As the airline expanded from a regional carrier into a global aviation powerhouse, it unveiled a series of landmark investments designed to redefine the travel experience, from new First and Business Class cabins to the opening of Emirates Terminal 3, one of the largest airport terminals in the world.

As part of the launch team, I led art direction across TV, photography, and content creation, helping craft the visual story behind this new chapter for the brand.

The scale of the production matched the ambition of the launch. We grounded a brand-new Boeing 777 for exclusive shoots, captured premium cabin experiences before passengers ever stepped onboard, and even closed sections of the iconic Burj Al Arab to create content worthy of one of the world’s most prestigious airlines.

Being part of the team that helped introduce Emirates to the world at this scale remains one of the proudest moments of my career.

This wasn’t just the launch of a new terminal. It was the public debut of a new era for Emirates.

The work introduced Emirates Terminal 3 to a global audience, showcased the airline’s next-generation premium experience, and helped reinforce Emirates’ position as one of the world’s leading aviation brands.

More importantly, it helped tell the story of a local airline becoming a truly global icon.

Service

Creative, Art Direction

Date

2012

Client