It's Raining Men in JWT's Campaign for Atlantis - The Palm

JWT Dubai’s integrated campaign for the launch of Atlantis - The Palm’s first ever brand campaign – invites you to “Check into another World”. Spearheaded by a filmatic TV commercial entitled “Smart Migration” JWT chose FilmWorks in Dubai and Psyop in New York as its production partners for the project, to deliver on the extensive special effects work that brings the story to life.

Ahn Vu and Borja Pena of Psyop were flown in from New York to direct the fast-paced 4-day shoot, on location at Atlantis and manage the huge grading and CGI post-production component back in the United States. The visually rich storyline reveals a flock of ‘human birds’ flying high above famous landmarks, migrating together from their grey colored, darker toned, cold climates.

We see them land elegantly at the resort’s exotic, sunny locations including its 2km beach, the amazing waterpark, the pool and its restaurants. Some scenes were graded in post-production to enhance the appealing warm, golden tones from the shoot. 

Ravini Perera, Senior Vice President of Marketing, PR and Sales, Atlantis The Palm, Dubai, saluted the professionalism of all teams involved in the project saying “We are very proud of the commercial” adding, “thanks to the efficient cooperation between partners even this technically complex shoot has become a beautifully crafted story that really embodies the spirit of Atlantis’ message.” Professional acrobats were hired to deliver seamless performances as ‘migrating people’. Suspended from multi-ton cranes, their individual stunts were rehearsed extensively before filming began, and each character was fitted with tailor made costumes to disguise the flying harnesses. 

The film also includes a series of dramatic aerial shots, for which a mounted Shotover camera was used to capture the exciting footage and supply some elements for the CGI montage. Throughout filming, the resort was fully operational which posed a few challenges of its own. The team had to ensure not a single guest was disturbed by any of the 150 strong film crew or seven scene capture components. 

Encapsulating the mood of the ‘sun seeking’ storyline is a memorable composition from “THE” Music House (Paris & L.A.). Developing an original soundtrack , the music’s emotional pull invites the audience to leave everything behind and get away… to Atlantis