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Dubai’s outdoor scene just shifted as Dubai Shopping Festival's latest campaign, featuring Majid Al Mohandis, towers over the UAE skyline.

The creative execution revolves around an epic full-frame photograph of Majid Al Mohandis against the darkened body of the Dubai skyline. The positioning and confident and contemplative expression immediately evoke charisma and thus, Dubai's skyline glows faintly in the distance. 

Typography plays a huge role in making sure the message lands clear and with impact. The artist's name in large, radiant lettering forms a clear, visual focal point that can be commanding from afar. The supporting text in Arabic and English flows harmoniously, balancing approachability and cultural heritage, further strengthening Dubai's position as an international entertainment center. The date “9 JANUARY”, venue “CoCa-Cola Arena”, distributer "Rotana Records", and sponsor logos are strategically placed, assuring readability without cluttering the image. The strategic use of dark negative space amplifies the drama of the composition, allowing for the artist, the city, and essential information to emerge with heightened clarity. 

The Dubai Shopping Festival claims to be the curator of an experience that shall be remembered for the rest of one’s life, and partnering with the popular singer, Majid Al Mohandis, further cements its contribution to providing passerby with a chance to experience the best that the world has to offer.

The new campaign took off on UAE’s digital screens in the first week of January.