Emirates wanted to move beyond destination advertising by tapping into Formula 1 culture, using its Channel 4 broadcast partnership to tell richer travel stories around race weekends.

We created Off the Grid, a broadcast travel series that aired as part of Channel 4's Formula 1 coverage. Using the Singapore and Japanese Grands Prix as the starting point, each film looked beyond the circuit to explore the people, places and rituals that define the host city. By using Formula 1 as a gateway into culture rather than the destination itself, Emirates became part of the journey, not just the flight.

Role: Senior Creative