we created a hero's homecoming
Welcome astronaut Sultan Al Neyadi home with Emirati hospitality and national pride.
Emirati astronaut Sultan Al Neyadi, the first Arab to complete a spacewalk, was returning home after six months in space. We were asked to create a celebration that was fit for a national hero – but was powerfully personal, too.
Telling a story of the journey from space to family embrace
While national pride was a key element, it was the story of Sultan Al Neyadi’s return to the things he loved – from family to Emirati hospitality and national pride – that sat at the heart of the strategy.
From the moment he landed, in Abu Dhabi’s new airport, Sultan was embraced with familial love – not just from his children but from the nation.
We created a custom brand to welcome Sultan home, which was featured throughout the still-to-open airport, used across social media and projected onto the Burj Khalifa.
The pride of the UAE
After meeting his family at the aircraft door, Sultan was warmly welcomed by the President of the UAE, HH Sheikh Mohamed bin Zayed Al Nahyan, and the Ruler of Dubai, HH Sheikh Mohamed bin Rashid Al Maktoum, as well as traditional performances, members of the UAE Space Agency and children who hoped to follow in his footsteps.
Inspiring the nation
In a Majlis-style gathering, Sultan shared his experiences, and presented the President with a UAE flag that he had taken on his spacewalk.
The whole experience was broadcast live across the nation, instilling a sense of national pride and encouraging a new generation of young space explorers.