Dubai’s Emirates releases behind-the-scenes footage of its Burj Khalifa promo

Dubai-based carrier Emirates has released behind-the-scenes footage of its now viral promo shot atop the world’s tallest tower – Burj Khalifa.

The ad was filmed without any green screen or special effects. It shows a person standing at the top donning the Emirates cabin crew uniform, sorting through a series of placards which read: “Moving the UAE to the UK Amber list has made us feel on top of the world. Fly Emirates. Fly Better.”

Read: Watch: Emirates video of flight attendant on top of Dubai’s Burj Khalifa goes viral

The airline initially put out a casting call to its own cabin crew, and while there were willing candidates that stepped forward, it was eventually decided to cast professional skydiving instructor Nicole Smith-Ludvik instead for safety reasons.

At the pinnacle of the building 828 metres off the ground, Smith-Ludvik had a reduced circumference space of only 1.2 metres to pull off the stunt.

 

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A custom platform with an attached pole was built at the top for her to stand on. She was attached to the pole as well as two other different points directly to the pinnacle, through a hidden harness under her Emirates uniform.

Filming reportedly started at sunrise and the team, including Smith-Ludvik, began their ascent to the top before sunrise. It took them 1 hour and 15 mins to walk from level 160 of the world’s tallest building to the top, where they then spent five hours filming the promo.

A single drone was used to capture the footage in a continuous take to film the complete sequence.

Emirates said that the ad will be adapted for several markets across the its network, with the first first TV campaign scheduled to run in the UK.

 

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“We always look to challenge the norm and push boundaries at Emirates. We do it every day through our innovative services, our best in class product and of course through our advertising. The calm and confidence of the cabin crew you see in the ad is an embodiment of our frontline team, serving travellers and ensuring their safety. We’re proud to be among a privileged few who have been allowed to film at the top of the Burj Khalifa by Emaar; and even prouder that we get to showcase our beautiful city, Dubai,” said Sir Tim Clark, president, Emirates Airline.