Conceived a global participatory music experience connecting people through the world's universal language.
Emirates Airlines wanted to bring their philosophy of "we're better together than we are apart" to life through a participatory global experience. Directed the creative concept for Harmony, where the brand anthem was orchestrated by nine world musicians and audiences could create their own versions using an online app with webcam or microphone input. The concept was executed by a creative team across online advertising, social media, music, and travel blogs.
The experience reached over a million people who created original mixes, transforming the brand message into a shared creative experience that reinforced unity and connection through music as the universal language.
Harmony Case Study
