Emirates

Overview

FormatPage Grabber

PlatformDesktop + Mobile

EngineGreenSock

AgencyUndertone

Emirates sits at the ultra-premium end of the airline market, and the brief was to make the ad feel like the first-class experience itself. The build is a cinematic reveal sequence moving from aircraft exterior to cabin interior to suite details, with every transition tuned for luxury pacing (1.5-2s per beat, Power2 easing). It had to feel elegant, confident, and never rushed.

How It Works

~3s

Exterior

Full-bleed aircraft imagery with Emirates livery. Logo and tagline animate in with deliberate, luxury-paced timing.

~3s

Cabin

Cross-fade to first-class cabin interior. Suite details (flat-bed seats, privacy screens, ambient lighting) reveal progressively.

~2s

Amenities

Amenity highlights: in-flight entertainment, dining, lounge access. Each highlight animates in with brand-standard gold accents.

End State

Book

Booking CTA with route options. Click-through deep links to Emirates booking engine via the ad platform.

Engineering

Luxury Pacing

GreenSock easing curves tuned for premium feel: Power2.easeInOut for transitions, longer durations (1.5-2s per beat) than typical ads. Speed communicates brand tier.

Cabin Reveal

Layered imagery with GreenSock opacity and scale transitions. Suite elements reveal in compositional order: architecture first, then details, then amenities.

Brand Palette

Emirates gold (#C6993E) and burgundy enforced throughout. No approximations: exact values from the brand toolkit with contrast-checked typography overlays.

Premium Placement

Page Grabber with strict publisher requirements: no auto-play audio, no aggressive close behaviors. Premium brands require premium publisher relationships.

Engineering Decisions

Luxury brands don't rush. Emirates' competitors (Qatar, Singapore) use fast-cut video montages. Slow reveals with full-bleed imagery feel more premium and differentiated.

The first-class experience is a journey: you don't browse it like a catalog. A guided sequence from exterior to cabin to amenities mirrors the actual boarding experience.

Emirates provided professional cabin photography shot specifically for advertising. Compositing these into designed layouts would diminish their impact.

Premium publishers ban auto-play audio. Emirates' brand is too prestigious to risk publisher complaints, and the imagery does the talking on its own.