Dubai Presents positions Dubai not just as a destination but as an entertainment property, showcasing the surprising multiplicity of the city. Using cinema genres both as a platform and the foundation of the concept meant that the campaign could go beyond just advertising to create content that audiences can actually enjoy watching and sharing, creating organic interest and word of mouth.

Dubai Presents… positions Dubai as an entertainment property. Hollywood actors Zac Efron and Jessica Alba act their way across six films genres, each representing a different side to the city.