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Art Direction       |      Design       |       Creative Strategy

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Dubai Beyond Real //

Client: Dubai Economy & Tourism // agency: VML, Hudson Rouge

beyond real // Dubai tourism

The Hyperbolist is a cinematic, character-led campaign that contrasts exaggerated storytelling with grounded truth. Through witty cross-cutting between a Manhattan dinner party and visually stunning Dubai experiences, the film plays on hyperbole versus reality- revealing that in Dubai, even the “embellished” version is beyond real.

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Visually, the direction balances warm, intimate New York interiors with expansive, sun-drenched Dubai landscapes- using dynamic camera movement, elevated lifestyle cinematography, and comedic timing to blur the line between fantasy and fact, landing on the line: Dubai. Beyond Real.

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