Dubai Tees, Vol. 2The tee is the hero. The city is where it lives.
The challenge
A city tee whose graphic carries the whole idea. Most city campaigns turn the city into a postcard and the product into a prop.
The thinking
Insight
The Dubai people recognise as home is the old town and the corniche, not the skyline on the postcard.
Strategic choice
Old Dubai, not new. The graphic on the chest leads every frame.
The idea
Dubai as co-star, never as backdrop.
The output
A cast from the city. Natural light by day, on-camera flash at night. Every frame works as a lifestyle image and as a product shot.
Day
Night
Point of view
Local credibility comes from what locals recognise, not from what visitors photograph.
The impact
Next · Puma × EgyptA city collection told from the inside, with the product readable in every frame.
Draft note, hidden on the live site. Add a result here when you have it:
- Social engagement
- Sell-through of the collection