Since August, Dubai drivers have been met with a lineup that needs no introduction: Martin Garrix, Armin van Buuren and Steve Aoki staring down from billboards across the city. The campaign marks UNTOLD Festival’s official arrival in the Middle East, gearing up for its first Dubai edition in November 2025. The campaign leans into clarity over clutter. The billboards strip things down to their essentials: the festival name in bold, “Dubai’s Mega Festival” locked beneath it, the dates November 6–9, and a direct link to Dubai Calendar. The rest is left to the portraits, each DJ framed in the fiery tones of stage lights and midnight energy. There’s no messy copy or overworked graphics, just a sense of scale and immediacy. And that restraint is deliberate. The creative direction doesn’t try to reinvent the wheel or compete with the music’s own spectacle. Instead, it trusts the lineup to do the heavy lifting. For anyone who recognizes those names, the billboards already carry the weight of what’s to come: four nights of international headliners and a festival footprint Dubai hasn’t seen before. It’s confident, pared-back, and exactly what you’d expect from a brand arriving in the Middle East to make a statement. The billboards have been up on UAE's digital screens in the first week of September.
