Emirates boasts the largest destination network of any airline, the widest range of inflight entertainment and the broadest choice of meals and wines from around the world.

So to reposition the brand as the champion for those seeking experiences beyond the ordinary, we coined a new genre within the travel sector. Not only has it quickly gained traction as an aspirational badge amongst jetsetters, but the huge scope of this creative platform is set to push far beyond the soft launch work seen here.