Emirates SkyCargo

As a head creative for Andon Creative’s largest client, Emirates SkyCargo, Paulina oversaw all the conceptualisation & launch of ESKC’s most successful campaigns. Notably, the Emirates Truck Branding Campaign. Emirates SkyCargo has 47 trucks it uses to transfer freight between its two hubs in Dubai, DXB and DWC. These trucks run up and down through heavily populated and heavy traffic areas and are actually moving billboards for the brand, completely free of cost. This campaign was designed to familiarise consumers who are not Emirates SkyCargo customers, but are the end users of the service that Emirates SkyCargo provides. The concept was to tear away the sides of the truck to reveal behind the scenes. A selection of products and services that are the most identified by end users were used to complete the narrative. The final visual was created with a mix of 3D rendering and photography – done in order to achieve a high level of photorealism. I was responsible for the ideation of all six concepts; the art direction of the photoshoot and 3D scene renderings, as well the composite of the final output.

Art Direction & Project Management
Dubai, UAE