Jumeirah

[VISION]

Reposition Jumeirah - one of the world’s leading luxury hospitality brands - for a younger, modern traveler by evolving its creative identity, shifting to a digital-first strategy, and affirming its place as a contemporary symbol of global luxury.

[SCOPE]

The campaign launched with a bold new platform: Time Exceptionally Well Spent - a simple, powerful insight that today’s ultimate luxury is time, not status. The expression spanned a masterbrand film, 11 sub-campaigns, and more than 2,500 assets across digital, social, photography, and out-of-home.

Filmed across 12 Jumeirah properties in the UAE, Maldives, Capri, and London, the campaign targeted high-value travelers across five markets and seven languages. With a renewed visual aesthetic and elevated editorial tone, the work reintroduced Jumeirah to a next-generation audience while preserving its heritage of elegance and exceptional service.

The result: 40+ million views, measurable increases in direct bookings, web traffic, and social growth - alongside high-impact placements on Sheikh Zayed Road and throughout DXB International Airport.

[ROLE]

As Executive Producer and Regional Production Lead for Beautiful Destinations, I oversaw the entire production - from pre-production to final delivery - while serving as a key liaison for Jumeirah’s Chief Brand Officer and SVP of Marketing. The campaign required ongoing executive approval from the group’s commercial leadership.

I provided high-touch client services across 12 international properties and led sets of 70 crew members, including international key crew unfamiliar with the region. Working under tight timelines and high expectations, I ensured cultural fluency, seamless execution, and full protection of the agency’s creative vision - delivering excellence at every stage.