French football star Paul Pogba has featured in Beyond, part of Omniyat Group’s ‘Imagine More’ campaign, which aims to bring emotion and imagination back into the real estate sector that has become overly focused on transactions.
The campaign intended to open people’s minds to rethink real estate as more than just square footage and floor plans, but rather to think of it as spaces where life unfolds, where memories are made, and where imagination can thrive.
“As such, the objective of the campaign was to make viewers feel that they weren’t just purchasing property, but entering a space where they could live, love, and grow,” said Hannes De Beer, Executive Creative Director of Impact BBDO.
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Every line of the campaign featuring Paul Pogba — “Now imagine more” — is a call to push beyond limitations and dream bigger. The script aimed to be an anthem of possibility, with the integrated campaign being rolled across digital and social platforms.
“With Beyond, we’re making a significant leap in the real estate sector by shifting the focus to what truly matters—human connection, growth, and the feeling of belonging. Rather than emphasizing bricks and mortar, Beyond is creating communities that speak to the heart, showing that building spaces is about fostering meaningful experiences, not just making transactions,” De Beer added.
Credits:
Client: Beyond, part of Omniyat Group
Agency: Impact BBDO
Production house : VIP Films
Director : Reinis Spaile
DOP: Nikita Gorodnichenko
Executive Producer: Martha Nassar
Producer: Elham Abi Rached
Line producer: Luciana Boulos
Wardrobe stylist: Missy Tohme
Art Director: Issa Kandil
