Dubai’s New Global Campaign “Dubai Presents” Features Hollywood Stars Jessica Alba and Zac Efron in Six Captivating Short Films
Dubai’s Department of Tourism and Commerce Marketing has launched a new global campaign titled Dubai Presents, featuring acclaimed director Craig Gillespie and Hollywood stars Jessica Alba and Zac Efron. This initiative aims to engage global travelers, experience seekers, and creative storytellers, inviting them to immerse themselves in the vibrant backdrop of Dubai’s iconic locations.
Campaign Overview
Dubai Presents builds on the previous 2019 campaign, A Story Takes Flight, and introduces a series of six short films that showcase the diverse experiences and destinations available in Dubai. Each film is designed to inspire viewers to explore the city and create their own narratives against its stunning landscapes.
The campaign kicks off with a spy-action genre film, featuring Alba and Efron as a couple embroiled in a humorous yet dramatic espionage adventure. The film takes audiences through notable landmarks, including the Burj Al Arab and the Jumeirah Al Naseem, before transitioning to the desert landscapes of Hatta, known for its outdoor activities such as hiking, biking, and kayaking.
Filming and Production
Filming for the Dubai Presents series adhered to strict COVID-19 protocols and took place over five days. The production involved a diverse cast and crew of over 180 individuals from 27 different nationalities, reflecting Dubai’s multicultural essence. The campaign aims to highlight the city as a global creative hub, appealing to a wide range of tourists and creatives.
Statements from the Stars
Jessica Alba expressed her enthusiasm for the project, stating that playing multiple characters across different genres allowed her to experience Dubai in unique ways. She noted the contrast between exploring the spice souk in Old Dubai and performing stunts at the Burj Al Arab, emphasizing the city’s diverse offerings.
Zac Efron shared his appreciation for the opportunity to explore Dubai more deeply than during his previous visits. He described the desert landscape as peaceful and unlike anything he had encountered before, highlighting the warmth and hospitality of the local people.
Director’s Vision
Craig Gillespie remarked on the excitement of using cinema to portray Dubai’s dynamic character. He noted that the city can be seen as a luxurious adventure, a romantic getaway, or a cultural exploration, depending on the viewer’s perspective. The collaboration between the actors and the production team aimed to create a cinematic experience that resonates with audiences worldwide.
Campaign Rollout
The Dubai Presents campaign is set to be launched in over 15 languages and will be distributed across various international markets throughout 2021. It will be featured on multiple platforms, including television, out-of-home advertising, cinema, digital, and social media.
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, highlighted Dubai’s proactive approach to reopening for tourism and business events. He stated that the city is ready to welcome visitors and promises memorable experiences for all, whether for a short getaway or an extended holiday.
Cultural Significance
The campaign aligns with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, aiming to position Dubai as a global capital for the creative economy. Dubai Presents invites creatives and storytellers from around the world to connect with the city, reinforcing its status as an artistic and cultural destination.
As reported by ftnnews.com.
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Published on 2021-08-09 11:00:00 • By FAME Delivered News Desk