The client’s brief introduced a new airline campaign strategy by integrating a new approach towards their image and appeal. Keep discovering’ was the advertising motto for Emirates Airline. The goal was to create inspiration for a unique experience when traveling by Emirates airlines in the future. The campaign was devised in coherence with the airline’s values, philosophy, and personality. Keep discovering was the concept based on passengers creating new memories of new places being discovered – which are waiting to be aerially uncovered as people continue traveling across the globe. So we built a remeblance where we tried comparing the services of a chauffeur-drive with a mother’s human care of her child. Qualities such as safety, human bonds, and comfort can feel indistinguishable between a mother’s care for her child and Emirates’ on-air service experience for customers. Likewise, we derived several other executions which can provide similarities to our service.

(Played a key role as an Art Director during the launch of KEEP DISCOVERING. Worked on major campaigns for Emirates Airlines and Emirates Holidays between 1990 and 2016.