Agency: Milkmoney, London

Roles: Creative, Executive Producer

Project Type: Content

Case Study:

As part of their innovation drive, Etihad Airways managed to land an extra special guest to host an interview about the future of aviation, at the annual Arabian Travel Market- Sophia The Robot. Our new humanoid friend was fresh from a date with Will Smith and an appearance on the Jimmy Fallon show. We were briefed on the potential opportunity less than two weeks out and had a mad scramble to come up with something that would show off Abu Dhabi as a destination to global travellers, but also really resonate with people in the UAE to build Etihad brand affinity. 

The chosen idea was to take Sophia on a whirlwind tour of the UAE with a comedic twist and a co-star. Many celebrities & influencers were considered, but UAE influencer Khalid seemed to be the strongest character available to resonate in the UAE and help reach.

The crew shot nearly 20 locations in 48 hours. Abu Dhabi comes with it’s own complexities for production and shooting live-action with a multi-million pound robot adds a whole other series of challenges. The edit had to be turned around in 48 hours in order to be released whilst her appearance in Abu Dhabi was still newsworthy. It got nearly a million views on Facebook with fantastic sentiment and was incredibly well received by all of the key stakeholders across multiple organisations.