My Role
Partnering with a copy-driven Creative Director, I served as Senior Art Director—owning concept development, key-visual creation, and adaptation across all formats. I translated our strategic positioning into two distinct, yet complementary, campaign directions and guided them through to polished final art.
Co-concepted and refined two campaign platforms embodying both cities’ spirit
Developed final key art—vector illustrations, photo comps, and typographic treatments
Prepared adaptable layouts for OOH placements, digital display banners, and social media cuts
Ensured all assets adhered to Emirates’ premium brand standards and delivered on schedule
The Work
Lines of Travel
We tapped into two icons of urban movement—New York’s famed subway network and Milan’s storied Vespa—to craft a single, standout key art piece. Each subway route traced a path of discovery, ending in a pinpoint badge that highlighted a must-see Milan landmark. This hero visual spoke directly to New Yorkers, inviting them to ride their familiar lines straight into Italy’s fashion and design capital, with Emirates as the effortless link.
By the Numbers
To extend the campaign across channels, we developed a modular toolkit of infographics that paired surprising Milan data—population, landmark counts, even the stair steps to the Duomo—with sharp, conversational captions. These panels let media teams mix and match executions for single-panel OOH, sequential social posts, or animated digital banners, all while reinforcing that Emirates delivers a full cultural adventure, not just a flight.
Results
The campaign launched smoothly, with the hero Lines of Travel artwork dominating prime OOH sites in NYC and grabbing attention in key travel hubs. The By the Numbers toolkit rolled out across print, digital, and social channels, driving high engagement and sparking conversations about Milan’s allure. Emirates’ marketing team praised the clarity and adaptability of the campaign, noting marked lifts in route awareness and booking inquiries for the NYC–Milan service.
Creating a single, arresting key art alongside a flexible modular system proved powerful. The Lines of Travel hero visual drew eyes and imagination, while the By the Numbers panels kept the story alive across diverse formats. Together, they demonstrated how a balanced pairing of standout art and adaptable assets can deliver both cut-through impact and broad reach—perfect for a premier nonstop route.
