In Dubai, destination ads—campaigns showcasing all the city has to offer—are practically a category of their own. And it’s no wonder, considering that leisure, entertainment, and hospitality make up a massive industry here. Majid Al Futtaim, a key player in this space, is the force behind iconic attractions like Mall of the Emirates and Ski Dubai, a ski slope in the middle of the desert.
Despite its long-established legacy, Majid Al Futtaim gave us the creative freedom to help evolve its brand. Together, we didn’t just create a new campaign—we redefined the brand's idea. Drawing from their original vision of "bringing great moments to everyone, every day," we infused it with a modern purpose.
The new brand idea, Create Great Moments Together, is a social call-to-action, encouraging people to prioritize face-to-face quality time, even in an age of 24/7 work emails and screen addiction. Why? Because research across the Middle East confirmed what we already sensed—people miss spending time together, and it genuinely boosts their happiness.
To launch this brand idea, we created a 60-second film for the region. While showcasing Majid Al Futtaim's destinations was essential, our client allowed us to break from the typical destination ad formula. The film’s emotional authenticity and raw energy stand out in a market known for polished production. Directed by American filmmaker Cole Webley—famed for his gripping 2017 Super Bowl ad for 84 Lumber—the film carries a visceral, human touch. The soundtrack, discovered on one of my Spotify playlists, is from the Dutch indie band Taymir, bringing youthful vibrancy to the project.
This campaign was developed with creatives Adam Fierman, Phil Ramage, Celia Jaber, Zeina Chidiac, and Shayda Jaberolansar.
Check out the TV commercial.