J1 Beach by Merex Investment, one of Dubai’s newest luxury beach destinations, has launched a 360-degree campaign in partnership with OUI Agency to highlight the ‘Spirit of the Riviera’.
OUI Agency developed the campaign concept, managed and directed shoot production and post-production, to deliver a suite of assets including the master video, cutdowns, key visuals and creative executions.
The campaign primarily ran across digital out-of-home (DOOH) and social media platforms.
Aiming to redefine the hospitality narrative, OUI Agency broke away from typical destination campaigns with a bold, fashion-inspired approach.
OUI Agency blended its expertise in fashion and luxury to craft every element with precision — from styling to art direction — intended to evoke sophistication and aspiration, the agency said in a statement to Campaign Middle East.
Through modular storytelling, the campaign showcased the destination’s diverse experiences, from culinary excellence to vibrant nightlife.
Each vignette shares a moment into a ‘Riviera lifestyle’, creating a narrative that celebrates J1 Beach by Merex Investment as a destination that offers a mixture of experiences and discoveries for every visit.
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CREDITS:
Client: J1 Beach by Merex Investment
Agency: OUI Agency
Director: Remy Abouchakra @remyabouchakra
Creative Director: Lina Shatykian @lina.shatykian
Producer: Harshita Puunamiya @harshitapunamiya
DOP: Oguzhan Arslan @arslanvisuals
Photographer: Hosein DL @hoseindl
Art director: Lara Samra @larasamra
Light: Marc Pascual @paskuister
Stylist: Frank Pena @ffrankpena
HMU: GianlucaCasu @gianlucacasu.mua
Edit & SFX: Etem Ozyay @ettieyay
Colours: Slava petín @adventureslav_
Client partner: Disha Kewalramani & Sasha Young
