The Centre of Now

How to launch a new city that positions Dubai as one of the most attractive destinations for global travelers and business leaders alike.

Dubai came to us with a seemingly simple ask: put us on the global map. We designed a Movement that made Dubai the center of a new world order. We invited everyone to "The Centre of Now." To mobilize global travelers and business leaders with a taste for adventure and the untraditional, we launched activations, digital engagements, and films that brought the experience and culture of this Centre to life. And then, the country’s leadership asked us to go further: launch a new city. We named it Dubai South, a geographical place and a new way of living called "The City of You." We gave Dubai a purpose the world could rally around.