She stood where no one dared — at the very top of the world. Nicole Smith-Ludvik became the face of courage when she stepped onto a platform barely wider than her own shoes, 828 metres above Dubai's bustling streets.
A Historic Moment of Courage
Nicole's moment of global awe came as she was chosen by Emirates Airlines for an advert that redefined the meaning of daring. Rather than faking it on a green screen or relying on computer graphics, Nicole was physically transported, guided, and carefully harnessed to the building's spire. There, at a height where most would be unable to stand due to sheer fear, she calmly held up cue cards — her feet on the highest man-made point ever reached for an advert.
Secured by a harness, every safety measure in place, Nicole still faced the very real risks that come from standing nearly a kilometer up, exposed to the elements. Her poise and calm were not just for show. They were the product of years of experience as a skydiver and as someone who embraces the extraordinary, time and again.
The Extraordinary Production
The logistics of filming this stunning campaign were as daring as Nicole's presence. To frame the shot, an Emirates Airbus A380—a double-decker giant rarely seen moving so slowly—circled the building 11 times, gliding at just 145 knots. The aircraft hovered level with Nicole, as close as regulations—and common sense—would allow, creating surreal images of human courage and innovation.
These visuals were broadcast to a world hungry for hope during the COVID-19 pandemic, and they quickly went viral. Many even questioned if it was real, but Emirates and Nicole both confirmed: this was all genuine scenery, no digital trickery.
More Than Just an Advertisement
With the world's eyes upon her, Nicole did more than sell airline tickets. She sent a powerful message: fear can be respected, but it should never be a barrier to greatness. Her actions radiated resilience, bravery, and the contagious energy of someone who truly "walks the talk."
This story is not only about the daring climb and the iconic advert. Nicole Smith-Ludvik's feat is symbolic. It says that sometimes, our greatest stories begin when we take our first step into the unknown—when we are willing to venture higher than others dare, physically or otherwise.
Inspiring Others to Reach New Heights
Her journey has since inspired countless people to challenge their own limits, whether they are conquering literal mountains or the personal, invisible obstacles in daily life. Today, Nicole continues to motivate as a speaker and mentor, sharing her story of stepping into the sky.
The world, facing its own set of seemingly insurmountable challenges, draws inspiration from her courage atop the Burj Khalifa. It's a promise that with preparation, grit, and a willingness to try, any summit—no matter how high—can be reached.