Emirates' new ad ambassador is a Canada goose

The airline's latest global campaign features CGI creation from Untold Studios

Published On
Sep 06, 2022

Editor's Pick

Middle Eastern airline Emirates has previously featured A-listers including Jennifer Aniston and Chris Hemsworth in its advertising. But now it's turned to an alternative ambassador—a Canada goose.

"Gerry the goose" is the CGI star of Emirates' new global campaign, which was produced in-house and created by London and L.A.-based Untold Studios. The ad starts out like a nature documentary, showing Canadian geese opening their wings and taking to the skies, accompanied by a voiceover that sounds unnervingly Attenborough-esque. 

However, things take an unexpected turn when one goose opts for a more luxurious mode of travel—an Emirates plane seat. There, we see him watching a movie called "The Goose, the Bad and the Ugly" on his video screen with headphones and contemplating a sumptuous airline meal. "If you're going to fly, you may as well fly better," says the voiceover. 

The spot was helmed by Ben Cronin, director and creative director at Untold Studios. The team at Untold filmed mostly clean plates, with 3D-printed and taxidermy goose stand-ins, and then went to work on crafting the CGI geese. The project involved a range of techniques from water simulation to matte painting as well as careful compositing to seamlessly integrate the CGI elements into the live-action plates. 

“I loved this script instantly and knew it was an endearing story to tell," said Cronin in a statement. "Our VFX team did an amazing job bringing Gerry to life, especially as CGI birds are incredibly difficult to get right!"

The ad will run in 25 countries until the end of September. It's designed to illustrate the airline's "Fly Better" tagline, indicating that as long-haul travel returns after the pandemic, with its accompanying chaos, Emirates can offer a more comfortable experience.

"Gerry is a savvy traveller who knows what he wants and where he wants to go- but he’s adamant he’ll do it in style, with luxury and comfort as a priority," said SVP of Marketing & Brand at Emirates Richard Billington in a statement. "Having witnessed his seamless travel experience, we are confident that next time his friends will choose to 'Fly Better.'"


Sep 06, 2022
Client :
Agency :
Production Company :
Untold Studios
Corporate Communications :
Richard Billington
Global Brand & Content Manager :
Yasmine Saade
Production :
Untold Studios
Director :
Ben Cronin
EP/ Producer :
Josh Davies
Production Manager :
Ben Burdock
Production Assistant :
Tia Varnnard
Director of Photography :
Simon Richards
Editor :
Matt Chodan
Edit House :
Visual Effects :
Untold Studios
EP :
Sophie Harrison
Producer :
Lauren Oldfield
Production Assistant :
Jordan Maloga
Visual Effects Supervior :
Amir Bazazi
Compositing Supervisor :
Alex Kulikov
Creature Supervisor :
Chloe Dawe
Animation Lead :
Gez Wright
Visual Effects Lead :
Jack Harris
Visual Effects Lead :
Alex Doyle
Visual Effects Lead :
Lewis Pickston
Visual Effects Lead :
Justin Braun
Visual Effects Lead :
Christian Baker
Visual Effects Artist :
Joe Kane
Visual Effects Artist :
Shariq Altaf
Visual Effects Artist :
Clement Petellaz
Visual Effects Artist :
Vlad Pascanu
Visual Effects Artist :
Matteo Antona
Visual Effects Artist :
Kim Eja
Visual Effects Artist :
Felicia Petersen
Visual Effects Artist :
Henry Affonso
Visual Effects Artist :
Harry McCusker-Bland
Visual Effects Artist :
Seung Ho
Visual Effects Artist :
Henrik Holmberg
Color :
Untold Studios
Colorist :
Julien Alary

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