Smoke & Mirrors Bangkok: Flying high with Emirates video


Oct 15 2017

A Smoke & Mirrors produced video scooped the ‘Best Original Video’ at the 2017 APEX Awards (Airline Passenger Experience Association Awards.) The APEX Awards recognize specific achievements across the aviation industry.

The winning on-board video for Emirates Airline was created in conjunction with Lime Productions, MG Films and Spitfire and won high praise from the judges. The brief was to create a modern and engaging video that highlighted all the features of the Emirates aircraft beyond just the movies available, replacing the traditional ‘Welcome on Board’ video.

This involved a large amount of content including movies, TV, music, games, Wi-Fi and connectivity, live TV and news, duty free shopping, flight information, the Emirate Skywards frequent flyer program and the charitable Emirates Foundation.

Working with Creative Director Brian Shepherd from Spitfire, Smoke & Mirrors came up with the concept of having someone walk through an interactive environment that would highlight the different featured on-board facilities. This immersive experience would set it apart from other on-board airline videos.

The result was exactly that. A modern and engaging video that shows all aspects of the in-flight Emirates experience, with an actor walking through everything a passenger can do on-board.

Using CGI, the team created a world that blends abstract animations with real people to create an immersive video experience for all. The video is easily refreshable, so movies, news headlines, Skywards card designs and duty-free content can be replaced on a regular basis.

The video received incredibly positive feedback from the client and garnered strong reviews from the flying public and online.

Big congratulations to the Smoke and Mirrors team.

You can watch the video here.

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