.svg)
Qatar Airways has just made a daring comeback: transforming a Doha-Atlanta flight into a flying creative studio to produce two 100% AI ads. Result: 12 million YouTube views in 3 days. But behind the seductive storytelling lies a more complex reality. Decryption of a brilliant marketing operation... and its gray areas.
The concept: a studio flying at 30,000 feet
Operation Starlink x Qatar Airways
The stated objective: Demonstrate the power of free Starlink WiFi (Elon Musk technology) installed on board Qatar Airways A350s.
To meet this challenge, the company has brought on board two references in AI creation: PJ Accetturo & Torey Kohara, creatives recognized for their mastery of generative tools.
The challenge: Create two full-length ads during a 15-hour flight from Doha to Atlanta, using only the Starlink connection.
The creative workflow at 30,000 feet:
- Airport photo shoots Before takeoff
- Generating visuals via Gemini + NanoBanana
- Animation visuals with Veo (Google)
- Music created with Suno
- Final assembly just before landing
Perfect storytelling: creativity, technology, urgency. All the ingredients for a good viral story.
The result: undeniable viral success
12 million views in 3 days
The numbers speak for themselves: 12M YouTube views in just 3 days. A success that places this operation among the most successful campaigns of the year.
The two ads produced:
- Pub 1 : A more refined and contemplative atmosphere
- Pub 2 : Dynamic and rhythmic
Both spots are clean, stylish, and ultra-viral. Visually flawless, musically effective, narratively coherent.
A successful technical demonstration
Beyond the views, the operation achieved its objective: Prove that Starlink WiFi is powerful enough to allow for intensive creative work in mid-flight.
Uploading large files, bandwidth-hungry AI generation, video streaming... It all works. The technical demo is convincing.
Marketing shortcuts to deconstruct
“Done in 15 hours flat”: the reality is more nuanced
Beware of storytelling that is too beautiful. This ad was not created in 15 hours, as the story suggests.
Upstream preparation:
- Creative design and pre-flight briefs
- Locations and photo captures at the airport (therefore on the ground)
- Pre-selection of tools and workflow
- Probably prior technical tests
The flight was used to execute a plan already well prepared, not to be created from scratch under time pressure.
The best AI creatives + unlimited access to tools
This result is based on exceptional conditions:
PJ Accetturo & Torey Kohara are among the best AI creatives in the world. Not ordinary users who are discovering the tools.
Unlimited premium access : Gemini, Veo, NanoBanana, Suno... All the best tools, pro versions, no restrictions.
100% dedicated time : 15 hours focused only on this project, without distractions.
This concentration of optimal conditions is not reproducible by an SME with limited resources.
AI is not a magic wand
The implicit message “look how easy it is with AI” masks a truth: AI creation requires expertise, time and iterations.
Even with the best tools, producing impactful content requires:
- Technical mastery of the platforms
- Clear creative vision
- Fast iteration capability
- Meaning of storytelling
- Strong artistic direction
AI accelerates and amplifies talent, it does not replace it.
The embarrassing questions
How much did this surgery cost?
Legitimate question that was never answered publicly: What is the real budget for this campaign?
Probable cost items:
- Private flight or partial privatization of an A350
- Fees for the two creative stars
- Premium licenses and access to AI tools
- Ground production team (before/after)
- Media dissemination and amplification
We are probably talking about several hundreds of thousands of euros to produce two ads lasting a few seconds. The ROI in visibility is there, but the initial investment is still colossal.
The carbon impact: a necessary flight?
With the current debate on The environmental impact of AI, this operation raises an ethical question.
The carbon calculation:
- A Doha-Atlanta flight = ~11,000 km
- Emissions for a business passenger: ~2 tons of CO2
- Training and using AI models: massive power consumption
- Video generation (Veo): particularly energy-intensive
The real question: Was it necessary to make an intercontinental flight to create these two ads?
The honest answer: No, technically. Everything could have been done on the ground with the same efficiency. Theft was a marketing storytelling element, not a creative necessity.
This contradiction between the discourse of “technological innovation” and the reality of environmental impact deserves to be emphasized.
What this operation really reveals
AI is reshuffling the cards of traditional creation
Beyond the publicity push, this experience shows concretely How AI is transforming creative workflows.
What is changing:
- Drastic acceleration of production
- Reduction of the teams required (2 creatives vs big trad team)
- Flexibility of production sites (even an airplane)
- Fast iterations and multiple tests
- Potentially divided production costs
Traditional advertising creation (shooting, editing, post-prod) would have required weeks and dozens of people. Here: 2 creatives, 15 hours, viral result.
The new profile of the augmented creative
PJ Accetturo & Torey Kohara embody the new profile we are looking for: Augmented AI creatives.
Their combined skills:
- Creative vision and artistic direction
- Technical mastery of AI tools
- Ability to execute quickly
- Understanding technical constraints
- Sense of storytelling and narration
This hybrid profile (creative + techno) is becoming the industry standard.
The future of advertising production
Toward smaller, more agile teams
This operation foreshadows the evolution of the sector: small but highly competent teams, capable of quickly producing impacting content.
The emerging model:
- 2-3 creative AI experts
- Access to the best tools
- Optimized workflows
- Production in days instead of weeks
This model threatens traditional heavy structures but opens up opportunities for small agile structures.
Traditional agencies under pressure
Large agencies with their armies of creatives, project managers and technicians are facing major disruption.
There are two opposing strategies:
- Massively train existing teams in AI
- Recruiting native AI talent and restructuring
Those that do not evolve risk rapid obsolescence.
My opinion: pub 1 or pub 2?
Personal preference: ad 1
Between the two spots produced, My favorite is ad 1. More refined, more contemplative, it lets the image breathe and creates an atmosphere.
Ad 2, while dynamic and effective, falls into a more conventional rhythm that could be produced by any agency.
What makes the difference: The unique creative identity, beyond technical prowess.
Conclusion: a brilliant marketing coup with grey areas
The Qatar Airways operation is A brilliant communication coup that meets all of its marketing goals:
- Massive visibility (12M views)
- Successful Starlink tech demo
- Innovation positioning of the company
- International media buzz
But it also reveals the contradictions of the AI industry:
- Simplified storytelling masking a more complex reality
- Exceptional conditions that cannot be reproduced
- Questionable environmental impact
- Probably high costs despite the “AI = economic” discourse
The result is still impressive and concretely demonstrates how AI is reshuffling the cards of traditional creation. The future of advertising will probably look like this: faster, more agile, more tech.
As long as you keep a critical mind and do not fall into the illusion of “everything easy with AI”.
What about you, do you prefer ad 1 or 2?
.webp)
