eMIRATES

My Role: Campaign ideation, creative direction, video direction

Talent: Ludo Lefebvre
Creative Producer: Michael Uys
DP: Devon Catucci

As the airline industry’s premier method of travel to the glittering Oasis that is Dubai, Emirates wanted to promote all the crown jewel of their home nation has to offer — in particular, its vibrant culinary scene.

InsideHook tapped famed chef Ludo Lefebvre for a food-focused Dubai jaunt that saw him ride camels and break bread with the Bedouins, visit the city’s thriving spice and fish markets, take a helicopter ride over the Palm Islands archipelagos, experience several of the city’s award-winning fine dining establishments and launch at least one meat-eating falcon from his arm.

The video — which was promoted on the InsideHook O&O as well as Ludo’s social media — was a huge hit with InsideHook’s travel-focused audience and drove some of our best traffic for that vertical at the time.