Emirates Instagram Stories
Context & Brief
Emirates identified Instagram Stories as a priority channel for their “editorial” storytelling, spanning recruitment, loyalty, in-flight entertainment, product promotions, cultural moments, and sponsorship activations. The brand needed a dedicated design system and content strategy to ensure Stories felt consistently premium, platform-native, and engaging for a global audience.
The challenge was clear: elevate Instagram Stories from functional updates into editorial, interactive, and visually distinctive content that aligned with Emirates’ global positioning and brand standards.
What we did
We partnered with Emirates as their creative lead for Instagram Stories, pitching and winning the project three times and retaining the account for around 18 months. Our role was to elevate their editorial campaigns by building a premium design system and crafting story formats that felt true to both the platform and the brand. We tapped into the functionalities and features of Instagram Stories — polls, quizzes, interactive elements, vertical-first layouts — and integrated them into our design innovation to ensure the content was social-first, visually engaging, and strategically effective in its storytelling.
THE STORIES
THE STORIES
Destination Randomizer AR Filter
World Photography Day
Boeing 777 Retrofit Reveal
Skywards Promo
Find the Emoji
Economy Amenity Kits
Introducing the New Livery
Stopover in Dubai Itinerary
As the Strategic Lead, here’s what I did…
1) Led RFP Proposals & Presentations
Drove the pitch process end-to-end, delivering proposals and client presentations that secured the account and ensured repeat wins.
2) Design System Collaboration
Partnered with the creative team to shape Emirates’ Instagram Stories design system, ensuring a balance of premium aesthetics and platform-native storytelling.
3) Content Storytelling
Defined story arcs and editorial approaches that aligned with Emirates’ brand identity, activities, and the unique functionalities of Instagram Stories (polls, quizzes, interactive features).
4) Briefing & Creative Collaboration
Worked closely with designers and creatives to guide execution, ensuring every story was engaging, on-brand, and optimized for retention.
Ask me about this project
ejamesfox@gmail.com
Phone
+971 585 808 661