Client: Emirates Airlines
Project: Launch of complimentary coach service between JFK and Newark for passengers flying from India
Format: Digital Banner (Flash), Storyboard (Photoshop)
Role: Concept Development, Storyboarding, Creative Direction
Challenge
Emirates needed to promote a new complimentary coach service between New York and Newark airports to passengers arriving from India. The goal was to communicate this added convenience in a culturally resonant and engaging way.
Insight
In Indian culture, puppet shows are a beloved storytelling tradition – colorful, engaging, and deeply nostalgic.
Idea
Reimagined the Emirates as a loyal travel companion. The banner told the story of two travellers. When one finds the journey overwhelming, the other jumps in to help by carrying the overwhelmed traveller on their shoulder.
Execution
- Animated Flash banner with Indian-inspired visuals and music
- Storyboard designed in Photoshop
- Visual style used Rajasthani puppets, vibrant colors, and rhythmic transitions
- Caption: “A true companion never leaves you midway”
Outcome
The campaign delivered strong engagement among Indian travelers and helped position Emirates as a culturally attuned, customer-first airline. It transformed a logistical update into a story of care and connection.
Designer Strength
This project demonstrates the ability to distill complex service offerings into simple, engaging visual narratives. By identifying the emotional core of a coach journey—comfort, reliability, and ease—the design translated functional benefits into a compelling story. It highlights a strength in crafting brand experiences that connect with everyday users, balancing clarity with creativity. This approach is valuable in any design setting where storytelling meets strategy.