OUI also created Amaal’s overarching brand positioning: 'Where Urban Living Finds its Soul', humanising the narrative to distinguish Amaal from being 'just another developer'.OUI Agency has unveiled the launch campaign for Amaal x Mansory, an off-plan development that merges Amaal’s architectural vision with Mansory’s legacy in bespoke luxury design.
The challenge? Bringing to life a building that doesn’t yet exist, while communicating the promise of a future lifestyle that feels tangible today.
Campaign Breakfast Briefing: The Future is Now is right around the corner. Be there on Friday, 12 September for a chance to meet 15+ marketers, witness the first-ever Campaign Debate and more. Click here to get your ticket now!
Launched across digital platforms and supported by social media storytelling, the campaign was designed to cut through the clutter of Dubai’s luxury property market with a bold, aspirational aesthetic.
From cars to homes: a bespoke partnership
When Amaal partnered with Mansory, the goal was clear: elevate real estate into an arena of craftsmanship and individuality on par with supercars.
OUI’s role was to develop a campaign that captures the partnership’s essence, projecting a vision of how residents will live, not just where.
The creative concept centred on imagination and aspiration. Through cinematic visuals, dynamic movement and a sculptural play of light and form, the film invites viewers to picture themselves inhabiting a space where every detail resonates with Mansory’s precision and Amaal’s soul-first philosophy.
Positioning: a place to truly ‘live’
OUI also created Amaal’s overarching brand positioning: ‘Where Urban Living Finds its Soul’, humanising the narrative to distinguish Amaal from being ‘just another developer’.
This guiding idea runs through the campaign, ensuring the development is portrayed as a place to belong, not just invest.
With no physical building to film, OUI leaned into crafted CGI, expressive vignettes of lifestyle, and Mansory’s design cues.
The campaign became less about architectural photography and more about storytelling that inspires the imagination, bridging the gap between vision and reality.
Beyond the launch, OUI continues to manage the brand’s social media presence, curating content that deepens audience engagement and builds momentum as the project progresses.
CREDITS:
Client: Amaal x Mansory
Client Partner: Sasha Young
Agency and Production: OUI Agency @just.say.oui
Executive Producer: Remy Abouchakra @remyabouchakra
Director: Oguzhan Arslan @arslanvisuals
Producer: Kristen Johnson @kjohnsondxb
DoP: Oguzhan Arslan @arslanvisuals
1st AC: Benjamin Looi @throughbens.lens
Gaffer: Marc Pascual @paskuister
Editor: Oguzhan Arslan @arslanvisuals
HMU: Naila @nailaby_makeup_artist
Stylist: Frank Pena @frankpenastylist
Photographer: David Wang @davidwangphoto
