For this project, we developed a unified campaign built around the line Family Escapes. Fun Everytime. — a warm, rhythmic slogan that reinforces Emirates’ family-friendly positioning without losing its premium feel. Visually, the campaign centres on vibrant photography and billboard placements — capturing real, joyful family moments, from beach days to shared discoveries. The art direction is minimal yet emotive. To build anticipation ahead of launch, we produced four video ads: three for social, and one for TV. Each uses a rhythmic phrase build — starting with emotionally resonant F and E words, culminating in the payoff: Fly Emirates. This wordplay imprints a family-friendly feeling, that sticks with viewers across channels.