Behind the Scenes of the Ethiopian Airlines Mobile App Ad

Gebeya Media Productions has produced a second advertisement for Ethiopian Airlines’ new Ethiopian Mobile App— here’s how they did it.

From the bustling streets of Addis Ababa to the cool comfort of an airplane, the Ethiopian Airlines mobile app advertisement follows the day in the life of a busy man who manages to do it all with the help of Ethiopian Airlines’ mobile app.

Produced in Ethiopia, the advertisement employs plenty of in-situ shots for maximum realism. Natural lighting was used for local scenes, but color grading was an important tool as well and was employed throughout the advertisement to ensure images pop and look sharp on any screen.

To really show how seamlessly the mobile app works and to focus the viewer's attention on the character, CGI was employed in closing all the car windows that were opened during the filming of the scene except the character’s. This required building a CGI environment that resembles the exact production set at the filming of the scene, and creating the reflective windows for the vehicles so that they look realistic.

Production Process

The upbeat music score binds the advertisement together with an atmosphere of excitement and possibility, with a distinctly African beat that pays homage to the roots of Ethiopian Airlines.

Ethiopian Airlines has operated for more than 70 years and has recently focused on enhancing its digital communications offerings. The airline’s CEO, Tewolde GebreMariam, is concentrating on updating the company’s technology solutions and notes that online platforms and immediate accessibility are crucial to creating a personalized, end-to-end customer experience.

He elaborates that this app will allow its customers to obtain a visa in four hours, from anywhere in the world. The company will also use the app to promote an Addis Ababa city tour, which will allow passengers in transit to arrange a six-to-eight-hour tour of popular sites.

Gebeya Inc. actively trains and consults Ethiopian Airlines digital staff while Gebeya Media works consistently with marketing and digital departments to promote mobile engagement with original and unique branding campaigns.

Hiruy Amanuel, co-founder of Gebeya Media and Gebeya Inc, states that his vision is “to see things and build things that no one has ever seen or built before” and that in order to achieve this, “you have to go to places and do things that no one has ever done before. That’s exactly what we’re doing here.”

To learn more about Gebeya Media Production, its recent projects, and the various services offered, readers can visit their website at or its Vimeo site at