Agency / Production Company: Milkmoney

Roles: Creative Director / Executive Producer

Project Type: Content

Case Study:

Etihad Airways are the global partner of City Football Group (CFG). In 2019, they wanted to utilise their partnership with New York City Football Club (NYCFC) to create some destination content to show what Abu Dhabi has to offer, to use on Social Media and In Flight Entertainment channels. We had the opportunity to shoot with NYCFC during their hot weather training camp at the UEFA spec football facility, at the incredible Emirates Palace, Abu Dhabi. As we knew that player time would be very limited, we researched what our players hobbies were off the pitch and paired them with some local experiences they were sure to enjoy to ensure authentic content. The concept was simple- to position Etihad as your host for Abu Dhabi and to integrate their new brand platform ‘Choose Well.’ We shot 4 experiences over 2 days, but unfortunately the Warner Brothers World episode was never signed off by the 3rd party.