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At 828 meters above the ground, this marks one of the highest commercials ever shot.
Emirates confirmed that Emirates did not have any green screens or special effects during the filming. The “crew” in the ad was standing at the highest point of the Burj Khalifa in full uniform.
In this advertisement, the stuntman-professional skydiving coach Nicole Smith-Ludvik (Nicole Smith-Ludvik) joined the ranks of the few who once stood on the top of the world’s tallest building at 828 meters.
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Others on the elite list include Dubai Crown Prince Sheikh Hamdan bin Mohamed bin Rashid Al Maktoum; and Hollywood legend Tom Cruise.
This 30-second clip opens with a close-up shot of Nicole holding up a message board to pay tribute to the famous scene in the 2003 hit “True Love.” The camera zoomed out, showing that she was actually standing at the very top of the Burj Khalifa.
Check out the behind-the-scenes video:
How the ad was shot
The advertisement is the result of strict planning, training, testing and strict security protocols. At the peak of the building, the protagonist reduced the perimeter space of only 1.2 meters at a height of 828 meters to open up this special effect.
The airline stated: “Emirates’ own crew team received a call for casting. Although there are some willing and capable candidates, they have chosen a professional skydiving instructor to ensure the highest level of safety.”
During the entire shooting and preparation process, safety remains the top priority.
“A customized platform with connecting rods was built on the top for the protagonist to stand on. Through the hidden harness under the uniform of the UAE team, she was fixed to the rod, and the other two different points were directly fixed to the top.”
Shooting starts at sunrise to capture the golden hour light. The team started to reach the summit before sunrise. The climb from the 160th floor of Burj Khalifa took 1 hour and 15 minutes.
They have to climb several floors and ladders inside the tube to reach the top. The team stayed at its peak for about five hours. A drone is used to continuously take shots to take a complete sequence.
At 828 meters above the ground, this is one of the highest commercials ever shot, conceptualized and directed by Emirates’ in-house brand team with the help of Dubai-based Prime Productions AMG.
Sir Tim Clark, President of Emirates Airlines, said: “We have always been committed to challenging conventions and pushing boundaries at Emirates. We do this every day through our innovative services, first-class products, and of course our advertising. The calm and self-confidence of the crew that you see in the advertisement is a reflection of our frontline team, who provide services to passengers and ensure their safety.
“We are proud to be one of the few privileged figures allowed by Emaar to shoot on top of Burj Khalifa; even more proud is that we can show our beautiful city Dubai.
The advertisement will be adapted for multiple markets on the Emirates network, providing relevant information to different audiences. The first TV advertising campaign will be conducted in the UK.
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