Emirates Pushes Boundaries with Behind the Scene Video – The World’s leading airline, Emirates, has revealed how it pulled off the stunt through its new video advert. The airline has proved its worth and disclosed how it pushes boundaries, through its products, services and also with its advertising activities.
Recently, the airline released an advert featuring a member of the
Emirates Cabin Crew in full uniform standing tall on the tip of the Burj
Khalifa by Emaar at 828 metres above ground, which marks one of the
highest ads ever filmed. Emirates is very good at bold advertising, but
this latest commercial takes up a notch. The airline also proudly showed
off its home city Dubai, as well as the confidence of its Cabin Crew
team who work hard every day to ensure the comfort and safety of
travellers.
The TV commercial will run in the UK first, and then, adapted for
several markets across the Emirates network, incorporating relevant
messages for different audiences. The behind the scenes edit can also be
viewed on Emirates YouTube channel and across the airline’s other social
media channels.
The ad was filmed without any green screen or special effects and, it
was the result of rigorous planning, training, testing and a strict
safety protocol. A custom platform with attached pole was built at the
top for the protagonist to stand on. The Cabin Crew was attached to the
pole as well as two other different points directly to the pinnacle,
through a hidden harness under the Emirates uniform. She joins only a
handful of individuals who have had the privilege to stand at the
pinnacle of the world’s tallest building – including Tom Cruise and the
Crown Prince of Dubai, H.H Sheikh Hamdan bin Mohammed bin Rashid Al
Maktoum.
The 30 second clip opened with a close up of the cabin crew holding up
message boards in a nod to the famous scene in the 2003 cult hit “Love
Actually”. As the camera pans out, audiences soon find that the crew,
with her iconic red Emirates hat and uniform, is actually standing at
the very top of the Burj Khalifa by Emaar, giving audiences a panoramic
view of Dubai’s skyline
“We always look to challenge the norm and push boundaries at Emirates.
We do it every day through our innovative services, our best in class
product and of course through our advertising. The calm and confidence
of the cabin crew you see in the ad is an embodiment of our frontline
team, serving travellers and ensuring their safety. We’re proud to be
among a privileged few who have been allowed to film at the top of the
Burj Khalifa by Emaar; and even prouder that we get to showcase our
beautiful city, Dubai,” said Sir Tim Clark, President Emirates Airline.
A casting call was put out to Emirates’ very own cabin crew team and
while there were some willing and capable candidates, a professional
skydiving instructor was cast to ensure the highest levels of safety.
Throughout filming and in preparation of the shoot, safety remained the
main priority. A custom platform with an attached pole was built at the
top for the protagonist to stand on. She was attached to the pole as
well as two other different points directly to the pinnacle, through a
hidden harness under the Emirates uniform.
Filming started at sunrise to catch the golden hour light and the team,
including the main star of the ad, began their ascent to the pinnacle
before sunrise. The climb took 1 hour and 15 mins from level 160 of the
Burj Khalifa by Emaar and the team had to scale several tiers and
ladders inside a tube to reach the top.
The team was at the pinnacle for
around 5 hours with the stunt woman, wearing a safety harness under the
Emirates uniform secured to a custom-made platform that was attached
directly to the pinnacle.
A single drone was used to capture the footage
in a continuous take to film the complete sequence.
The Commercial was conceptualized and directed by Emirates’ in-house
brand team with the help of Prime Productions AMG, based in Dubai.
