Etihad Airways commercial for World Ocean Day 2018
8/6/2018 Amsterdam, The Netherlands
FULL PRODUCTION:
Conceptualised, planned, partly shot and edited this commercial for Etihad Airways.
As Director of Content for Fish Tales, we collaborated with Etihad Airways to raise awareness about the depletion of our oceans and the benefits of sustainable fishing. The commercial followed Mr. Zaky, a Maldivian sustainable tuna fisherman, traveling from the Maldives to the Netherlands, to show viewers sustainable fishing practices around the world. As a popular Etihad Airways destination, this commercial was designed to promote the destination by portraying a unique side of the country and its residents. The campaign was viewed more than 300,000 times over multiple social media platforms.
As Director of Content, I managed the project’s entire creative process. Together with the client, my team and I conceptualised the idea, storyline and key messages to be delivered. I designed a storyboard and script, providing a detailed plan to ensure a shared vision of the process and finished product between Fish Tales and Etihad Airways.
Under a tight deadline I directed the team while on location in the Maldives, ensuring we followed the storyboard and creative vision, shooting the essential travel scenes and improvising where necessary.
Throughout the editing process, I maintained ongoing close communication with parties in different timezones, moving quickly to edit the video into multiple styles to conform to Etihad Airways’ brand style, incorporating client feedback where necessary.
On World Oceans Day, the videos for Instagram, Twitter, Facebook and YouTube were published and reached over 300,000 viewers. Our client was highly pleased with the project, and Fish Tales has maintained a close relationship with Etihad Airways.
