The Brief

Awarded the Five Star award ‘Best Retail Development’ at the Arabian Property Awards 2010, Dubai Festival City Mall is a landmark of two million sq. ft urban retail resorts which forms the eipic centre of Dubai Festival City. Known as one of the UAE’s most exciting retail, dining and leisure attractions, it boasts a stunning marina and some of the emirate’s most photographed sunset vistas. Dubai Festival City Mall offers over 400 world-class retailers, 75 restaurants, cafes and bistros and a 12 screen Novo Cinema complex.

Our brief for this was to create a series of 8 videos promoting Dubai Festival City Mall and its variety of cuisines’ offerings, mainly on the much-loved “Festival Bay” dining, where families can select their favourite cuisine and enjoy their “Iftar” or “Suhoor” while watching a beautiful sunset at a world class attraction.

Target Demographics

UAE nationals

Residents of Dubai

Guests at Dubai Festival City hotels & international tourists (GCC focused)

Northern Emirates and public

Western Expats

Media Distribution outlets


Press Releases

Online Media (Youtube, Websites, Vimeo, etc)

Social Media

1080p Mall Screens

1080p Way Finding


The Approach

Our approach to this campaign was; we wanted to create 2 main campaigns from the 8 videos. The first of the series were informative ‘Insider Style’ videos filmed using a presenter who critiqued each of the main dishes on the menus. In order to create a theme and order to the content we used the following titles for the videos created:

The most ‘Instagrammable’ dishes

Sweets and treats

Fine Dining

Family friendly dining

The second series of videos were promotional style videos targeting the following demographics:

Local couple

Local couple in local attire


Expat couples

Restaurants filmed: 

Nandos, Famous Daves, Eataly, Al Fanar, Joe’s Crab Shack, The Turkish Village, Origami,

Great Result

Al Fanar Video – 203k Views/ 1.5k likes/ 152 shares

Origami – 177k views / 1k likes / 103 shares

Nandos – 131k views / 859 likes / 50 shares

Eataly – 105k views / 1.3k likes / 98 shares

Joe’s Crab Shack – 144k / 1.2k / 213 shares