EMIRATES AIRLINE
Role: Senior Art Director (Concepting, Key Visuals, Campaign Assets)
Agency: BBDO / Atmosphere Proximity
Scope: Campaign concepting, digital banners, interactive ads, print and OOH, promotional activation materials
To celebrate Emirates Airlines’ first direct route between Dubai and Chicago, our team created a campaign that connected the spirit of both cities through luxury, culture, and craftsmanship. I helped concept and design the key visuals and digital assets that anchored the campaign, highlighting Emirates’ premium experience while introducing the route to a new audience.
THE CHALLENGE
Emirates needed to announce its new Dubai–Chicago route in a way that captured attention in a crowded travel market. The goal was to express the brand’s world-class luxury and global sophistication while grounding the campaign in Chicago’s identity. The creative had to feel elevated, international, and distinctly Emirates — yet still local enough to resonate with the city’s audience.
THE WORK
We developed a concept that celebrated the “meeting of two worlds” — Dubai’s modern opulence and Chicago’s cultural richness. The campaign visuals focused on the experience of travel itself, using photography of Emirates’ aircraft interiors and luxury amenities paired with evocative Chicago landmarks.
The digital rollout included animated banner ads, interactive rich-media takeovers, and airport placements that highlighted key features of the Emirates experience. I designed the key visuals and digital executions, ensuring that each asset balanced brand refinement with market relevance.
As part of the launch, we also created a promotional “harmonica box” gift for travel agents — a limited-edition keepsake that tied into Chicago’s musical heritage while announcing the new route. The activation served as both a tactile reminder and a nod to the city’s culture.
MY ROLE
I worked as part of the creative team developing the concept and campaign visuals, designing key art for both digital and print executions. I led the visual design of the digital assets, collaborated closely with copywriters and producers, and helped adapt the creative across placements and formats. I also led the design and production of the harmonica box activation piece.
OUTCOME
The campaign successfully launched Emirates’ Dubai–Chicago route with an elegant, localized story that linked the airline’s global luxury to Chicago’s cultural pride. The cohesive visuals, multi-channel rollout, and harmonica activation helped the brand establish a premium presence in a new market while maintaining Emirates’ signature sophistication.