Qatar Executive are one of the world’s most exclusive private jet services, offering ultimate luxury flights to some of the world’s biggest VIPS.
After opening offices in Shanghai, Moscow, and London, they needed a brand film that would grow brand awareness and encapsulate just what it means to fly with the best.
We realised that the most effective way to resonate with this prestigious audience was to connect on an emotional level. When customers look to Qatar, they look for luxury, it’s escapism in the purest form.
Our biggest challenge came from reaching a huge variety of VIPs while still maintaining a deeply personal tone. True luxury is personalisation, but by its very nature, there is no way to generalise that feeling to every potential client. What it means to be an executive customer changes with every individual.
When does a flight become a voyage?
The true luxury of an executive flight resides in the personal touches, the slices of comfort that can’t be bought.
The intimacy of the camera work captures true luxury as a ‘moment’. Carefully orchestrated by the Qatar Executive crew, these specific luxury ‘moments’ are tailored to each flyer. From the limousine arrangements to decadent leather seats, the monochromatic palette casts these ‘moments’ as the protagonists. The cabin becomes the stage, foregrounding the experience.
Every shot, every still, is fuelled by theatre, echoing the moviestar treatment one would expect to receive on a Qatar Executive flight.
As part of an extended socials campaign, the video was showcased in first-class lounges around the world, exposing the film to over 18 million passengers in 2022. Stills were featured in magazines, while the entire campaign was championed on Qatar Executive’s social channels to an audience totalling over 200k.