INSITE OOH Media Platform

Between Burj Khalifa's towering silhouette and the polished façade of Dubai Mall, something cinematic is happening: Buccellati, Milan's heritage jewelry house founded in 1919, is painting the city gold, one screen at a time. With lace-cut gold. With storytelling.

This newest digital OOH campaign, spotted across EMAAR-owned premium screens in Downtown Dubai, is a visual study in elegance and clarity. Against a black-and-white photographic backdrop reminiscent of mid-century Italian cinema, Buccellati's latest campaign captures a high-society dinner table scene-ornate, indulgent, yet disarmingly intimate. The lead model, draped in intricate jewelry, locks eyes with the camera as if inviting you into the table. This is not advertising as we know it; it's a portrait. A still from a film you wish existed.

Flanked either side by crisp product shots of Buccellati's iconic pieces-filigree cuffs, cocktail rings, engraved gold, the visuals create a triptych effect across huge bridge screens and vertical totems around the Dubai Mall precinct. The layout is architectural, deliberate, much like the brand itself. And with the EMAAR logo embossed on every digital frame, there's a clear alignment: heritage meets prestige OOH; Milanese artisanship meets the global city.

Buccellati does this by opting for the contrast of monochrome campaign photography against Dubai's sun-drenched modernism. It doesn't disrupt the traffic; it slows it down, makes you pause.

The campaign rolled out on Dubai’s digital screens in the first week of November.