I directed the creation and conceptualisation of this project where we were tasked with creating a campaign for the The Beach outdoor shopping centre, communicating the Dubai Shopping Festival.
The Campaign involved creative direction from a campaign point of view as well as providing shoppers with a month long calendar of events and entertainment as well as onsite decor all within a nautical theme
The event was decorated to reflect the theme of "Urban Meets the Sea" while performers such as BMX bikers, magicians, live musicians and acrobats (among others) brought the event to life.
We also created a spend-and-win mechanic for the event that saw winners go on an all expenses paid trip to a beautiful beach destination, complete with a winners pack containing branded items for their trip.
