Woman Stands On Top Of Burj Khalifa In Incredible Emirates Ad; Airline Shows How It Was Filmed
On top of the Burj Khalifa, with nothing but a hidden harness between her and 828 metres of open air, a woman became the centrepiece of one of advertising’s boldest stunts.
The 33-second film is built around a deceptively simple idea. A woman in an Emirates uniform holds up a series of message boards before the camera reveals where she is actually standing.
The film opens with a close-up of Nicole Smith-Ludvik, a professional skydiving instructor, holding cards that read: “Moving the UAE to the UK Amber list has made us feel on top of the world. Fly Emirates. Fly Better.”
The camera then pulls back to reveal that she is standing at the summit of the Burj Khalifa, the world’s tallest building, 828 metres above the ground. The final message reads, “See you in Dubai,” followed by the Emirates logo.
The film’s power lies in its restraint. There are no quick cuts, dramatic music swells or obvious visual tricks to hide behind.
The camera simply pulls back until the scale of what is happening becomes clear. By the time the tagline appears, the message has already landed without needing further explanation.
Watch the ad below
What looked like a straightforward visual metaphor was also a genuine engineering feat.
The initial reaction on social media was marked by skepticism. A woman appearing to stand unsupported 828 metres above the ground was enough to convince many viewers that the footage had to be CGI.
Rather than allow the debate to continue, Emirates released a behind-the-scenes video showing exactly how the film was made—without a green screen or visual effects.
A custom platform with an attached pole was constructed for Smith-Ludvik, who was secured to the structure at two points using a concealed harness beneath her uniform.
The making-of footage deliberately exposes the mechanics. Most brands protect the illusion; Emirates dismantled it, trading mystery for credibility.
Behind the scenes
The climb to the summit took one hour and 15 minutes, beginning at level 160 of the building. The team spent approximately five hours at the pinnacle, while a drone captured the final pullback shot.
Filmed 828 metres above ground level, it remains one of the highest-altitude advertisements ever made. The campaign was conceptualized and directed by Emirates’ in-house brand team in collaboration with Dubai-based Prime Productions AMG.
For Emirates, the stunt served two purposes: it celebrated the reopening of travel between the UAE and the UK while demonstrating that the airline was willing to turn its “on top of the world” message into something physically real.
The result was an ad whose behind-the-scenes story became nearly as compelling as the finished film itself.
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