Emirates: THE soul of dubai

Current MSL client, Emirates, tapped the Creative + Strategy Teams to generate big ideas that influence how they show up at the US Open. The challenge is the real action is taking place away from Center Court at Flushing Meadows. And sponsors are trying to appeal to tennis fans with tennis-related activations and experiences.

My Role: Creative + Strategy

Inspired by the Emirates “Fly Better” treatment, I developed several ideas that brought the soul of Dubai to NYC through curated experiences rooted in culture.

“Better Moments” In NYC

Let’s bring the Emirates “Fly Better” treatment to NYC and upgrade the NYC experience.

The Soul of Dubai

Whether you have 3 hours or 3 days, we’ll show you the soul of Dubai, Emirates style.

The Future of Luxury

To most, Dubai seems like a distant sci-fi fantasy. But in reality, the future is now in Dubai. And we want to bring that future to everyone.