Intangible Cultural Heritage Education Platform
A multi-phase campaign pitch for Season 2 of Marsa Boulevard which is a premium lifestyle destination next to Dubai Festival City. Our goal was to propose an adaptive and elevated strategy that merged physical brand moments with digital storytelling.
The Ask
Develop a campaign strategy and creative direction for Marsa Boulevard Ramadan Activations and Season 2, aligning with their brand evolution and community-centric vision.
The campaign was expected to deliver social and spatial concepts that deepen emotional engagement, strengthen brand coherence, and help Marsa transition from a retail destination into a lifestyle ecosystem.
What We Did
We approached this as a strategic brand evolution exercise. Our team conducted an in-depth analysis of Marsa’s existing touchpoints, including their past campaigns, brand guidelines, and current social media landscape. We built a tailored creative framework around community-weaving principles, inspired by global benchmarks, to organize our content and activations.
We delivered a full-funnel concept across three tracks: brand storytelling, digital content strategy, and physical activations. Our design system included core visuals, key messaging, and adaptive modules for different platforms and seasons. We provided modular ideas, content formats, and OOH applications to grow with Marsa across future phases, ensuring the work was flexible and scalable.
While no formal contract was in place, we delivered a high-fidelity proposal deck, supporting visual assets, and campaign writing that could directly be implemented or expanded internally by the Marsa team.
