Dubai: Beyond the frame

"Dubai: Beyond the Frame" is more than just a tourism ad; it's a compelling narrative that captures the spirit of a generation. We crafted a visually stunning and emotionally resonant short film that follows a young Chinese woman's journey to Dubai, showcasing the city as a backdrop for personal growth and liberation.

By telling an authentic story, we highlight Dubai's unique appeal as a place for self-discovery and cultural exploration for young Chinese visitors.

Young Chinese travelers seek authentic, independent experiences, moving beyond traditional tours. Dubai, perceived as luxury-focused, needs to attract this audience. The challenge: showcase Dubai as a place for self-discovery and cultural exploration, resonating with their desire for unique and meaningful travel. We needed to highlight Dubai's appeal beyond the surface.

The key insight: young Chinese travelers seek destinations supporting individual expression and personal growth. We also considered "面子" (miànzi), the balance between social harmony and forging one's own path. This tension between tradition and individuality inspired our creative direction, focusing on personal liberation.

"Dubai: Beyond the Frame" - A 7-minute short film about a young Chinese woman's solo journey to Dubai. She breaks free from expectations and reconnects with herself. The film showcases Dubai's diverse culture, safety, and opportunities for personal growth, positioning it as ideal for independent exploration.

We expect "Dubai: Beyond the Frame" to increase consideration of Dubai among young Chinese travelers. We anticipate growth in website traffic, social media engagement on Chinese platforms, and ultimately, a measurable uplift in bookings from independent travelers seeking authentic experiences. We also aim to grow brand affinity by showcasing Dubai's welcoming attitude.

A young Chinese woman travels alone to Dubai, and reconnects with herself

Challenge

Inspiration

Idea

Growth

Related Content

Department of Economy & Tourism

Safe at 3AM

Haleon Global

Break-Up Text Songs