EMIRATES AIRLINE
Role: Senior Art Director (Concepting, Key Visuals, Campaign Assets)
Agency: BBDO / Atmosphere Proximity
Scope: Campaign concepting, print and OOH, digital banners, interactive placements, promotional collateral
To introduce Emirates’ new Milan–New York route, we set out to create a campaign that captured the energy, elegance, and shared sophistication of both cities. The goal was to tell a story of connection—bridging two distinct cultures through design that felt premium, modern, and unmistakably Emirates.
THE CHALLENGE
Emirates was expanding into one of Europe’s most design-conscious markets. The creative had to appeal to Milan’s high standards of luxury and aesthetics while staying true to Emirates’ global brand voice. The task was to introduce the NYC–Milan route not as a functional connection, but as an experience — a journey between two worlds that share a devotion to design and excellence.
THE WORK
We developed two complementary creative directions that visualized the connection between Milan and New York through movement and lifestyle.
The first concept reimagined New York’s iconic subway map through the lens of Milan’s Vespa routes, connecting the two cities via the lines and landmarks that define them. It was a playful but sophisticated representation of travel as experience—linking familiar city elements into a cohesive visual journey.
The second concept took a modern infographic approach, using data-inspired layouts and witty cultural insights to highlight what makes Milan such a rich destination. It turned statistics about food, fashion, architecture, and design into a storytelling system—flexible enough to extend across digital, OOH, and social placements.
Each execution was designed to scale, allowing the campaign to work as a full suite or in modular components across multiple formats.
MY ROLE
I collaborated directly with the Creative Director and copywriter to develop both campaign concepts from the ground up. I led the visual direction—concepting, designing, and refining each piece to maintain brand integrity and visual cohesion across mediums. I also supported asset preparation for digital and print rollout, ensuring consistent application across regional and global placements.
OUTCOME
The Milan campaign elevated Emirates’ destination storytelling—balancing its luxury aesthetic with a more human, design-driven sensibility. By connecting two iconic cities through visual wit and cultural detail, the work expanded how Emirates could express its brand: not just as a carrier of passengers, but as a connector of worlds.