Emirates' latest advertisement features a woman
dressed in the airline's cabin crew uniform standing tall on the
tip of the Burj Khalifa by Emaar at 828 metres above ground.
The
lady, who has not been officially named by the airline, joins only a handful of individuals
who have had the privilege to stand at the pinnacle of the world’s
tallest building – including the Crown Prince of Dubai, H.H Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum and Tom Cruise.
The 30-second ad opens 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,” said Sir Tim Clark, President Emirates Airline. “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.”
The ad was filmed without any green screen or
special effects and was the result of rigorous planning, training,
testing and a strict safety protocol. At the pinnacle of the
building, the main protagonist had a reduced circumference space
of only 1.2 metres at 828 metres high to pull off the stunt.
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.
At 828 metres above ground this marks one of the
highest ads ever filmed and was conceptualised and directed by
Emirates’ in-house brand team with the help of Prime Productions
AMG, based in Dubai.
Behind the Scenes
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