
Qatar Airways AI Adventure

THE WORLD'S BEST AIRLINE
Qatar Airways has earned its reputation as the World’s Best Airline by putting its customers at the heart of everything they do. But we wanted to engage their global audience in a truly innovative way that goes beyond traditional brand campaigns.
BUILDING TECH FROM SCRATCH
First, we created a film – an epic, 3-minute love story shot around the world. Then, we decided to invite this global audience to star in it. But the ability to seamlessly, automatically and remotely map the face and body of anyone in the world onto moving characters in our scenes didn’t exist. Pre-existing face-swap and deepfake tech was too unsophisticated. It was clear we would have to build the technology from scratch.
AI-POWERED EXPERIENCE
We gave our audience the unique opportunity to be part of our story, by partnering with Flipside to create a groundbreaking AI-powered experience. Using custom skin detection, users could 3D-map their face and body onto characters in our film by simply uploading a selfie, allowing anyone of any ethnicity to take part in a fully inclusive experience.
A WORLD-FIRST
Through a bespoke microsite, audiences could star in ten dynamic scenes across the globe, from New York City to the South African savanna, or the neon-lit streets of Tokyo. Not only is the calibre of this experience a world-first, but it's also the very best version of face-swapping technology that existed at the time of its release.
The campaign ran across social media platforms as well as OOH and TV.
Our hero 3-minute film that was the backbone of the campaign.
This edit contains all the scenes that users could then star in. It was cut down to two 30-second TVCs to help support the AI functionality and drive to the microsite.

