This project focused on developing a long-term outdoor branding program for Abu Dhabi, built around a curated calendar of key moments and a flexible system of institutional assets.
 

The creative direction was rooted in expressing the city’s identity as a global capital of heritage, innovation, creativity, and hospitality.

We explored a series of concept-driven visuals across strategic OOH touchpoints, particularly moments of arrival and departure, creating impactful first and last impressions of the city. AI played a key role in shaping these visual worlds, enabling us to craft distinctive and imaginative directions that resonated strongly with the client.