INSITE OOH Media Platform

Dubai's lustrous advertising scene is being rewritten by Miu Miu. The brand's new DOOH campaign in the UAE is remarkably personal in contrast to the typical maximalist LEDs and architectural renders, following their last OOH appearance. 

Across the billboard placements, Miu Miu presents presents a white-background portrait of a model, wearing oval black sunglasses and a crsytal-embellished top. The city slows to meet the model’s gaze, hidden behind sunglasses, for a few seconds, between traffic lights and the shadows of the metro.

The campaign, which features retro-futuristic eyewear and collars embellished with crystals, resembles a page from a high-end magazine more than a billboard. Miu Miu breaks through the concrete noise of the city by relying on delicate, clean photography. It's a mood as much as a product promotion for fashion wear.

The contrast is what gives it power. The styling, sharp retro-futuristic hues combined with delicate, crystal-embellished collars, stand out against the city's harsh steel-and-concrete backdrop. It's the quintessential Miu Miu signature: a blend of cool, subversive detachment and girlish detail that feels completely deliberate in the middle of the gritty landscape.

It's more about projecting an attitude than it is about promoting a product. Additionally, the emphasis on eyewear has a local flavour. Sunglasses are more than just an accessory in the Gulf; they stand for control, privacy, and poise. Miu Miu emphasises identity over clothing by basing the campaign on these incisive, close-up portraits, making the eyewear the ultimate power move.

The campaign adorned Dubai’s digital screens in the second week of February.