Dubai Resort Welcomes Giant Flock of Ghostly Bird-Humans in Odd JWT Ad

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JWT Dubai teamed with FilmWorks and Psyop for this strange 80-second CGI-fest that shows travelers flocking to Atlantis, The Palm, a luxury resort in Dubai. And they "flock" in the literal sense of the word, moving through the sky without even flapping their arms, to escape the gray chill of London and Moscow for a taste of sun-soaked, beachfront opulence.

This approach, though well realized from a technical standpoint and certainly memorable, might be a little too odd for its own good. At first, I thought the sky was filled with bees. Around the 30-second mark, we get a clear view of human beings aloft against the sun. They look like souls ascending to heaven, floating into the light … a notion that actually meshes with the tagline, "Check into another world."

Of course, these people land alive and well at the hotel. The production team used acrobats fitted with special harnesses to make the scenes look realistic. Alas, some of the images serve the client poorly. Who wants to take a vacation in a place where people are constantly falling from the sky? (A stockbroker from Croydon could burst through the clouds and crush you at any moment.) And that hand skimming the surface of the sea is creepy.

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