Abu Dhabi Department of Culture and Tourism

[VISION]

Summer Like You Mean It – Global Brand Campaign

Reposition Abu Dhabi as an unexpected summer destination by showcasing its vibrant mix of modern luxury, cultural depth, and adventurous spirit - appealing to a new generation of global travelers.

[SCOPE]

Tasked with shifting perception of the capital during its off-season, this bold campaign invited audiences to discover the real Abu Dhabi through four lifestyle pillars. The launch included a masterbrand film, 500+ content assets, and a dynamic digital ecosystem targeting Gen Z, millennials, families, and staycationers across seven markets and multiple languages.

Filmed in over 20 locations across the emirate, the campaign leaned into unexpected storytelling - from yoga beneath the Louvre’s dome to the F1 racetrack on Yas Island and the world’s fastest roller coaster at Ferrari World - positioning Abu Dhabi as a refreshingly open destination with space to explore, unwind, and be surprised.

[ROLE]

As Executive Producer for Beautiful Destinations, I partnered with the creative team from concept development through final delivery. My responsibilities included stakeholder management across government and agency partners, and overseeing multi-location production logistics with 100+ person sets and international key crew.

The hero film alone garnered 6.8 million views, while the full campaign drove over 100 million social impressions and record-breaking increases in traffic, bookings, and digital engagement.

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