DUBAI TOURISM
A Journey Away From Expectations
A young woman, a journey, and the expectations she leaves behind. A short film exploring a new generation of Chinese women traveling alone, navigating the tension between personal freedom and traditional expectations. Set in Dubai, where distance from routine allows new perspectives to emerge
A Journey Away From Expectations
A young woman, a journey, and the expectations she leaves behind. A short film exploring a new generation of Chinese women traveling alone, navigating the tension between personal freedom and traditional expectations. Set in Dubai, where distance from routine allows new perspectives to emerge
PROBLEM
Dubai Tourism needed to attract a new generation of young Chinese travelers, particularly women choosing to travel independently. With a shift away from group travel toward self-discovery, the challenge was to make Dubai feel relevant beyond traditional luxury.
Dubai Tourism needed to attract a new generation of young Chinese travelers, particularly women choosing to travel independently. With a shift away from group travel toward self-discovery, the challenge was to make Dubai feel relevant beyond traditional luxury.
INSIGHT
In China, young women are often expected to prioritize marriage over personal ambitions, especially under family pressure. Moments like Chinese New Year reinforce this, making travel an escape from expectation and a way to reconnect with personal identity.
In China, young women are often expected to prioritize marriage over personal ambitions, especially under family pressure. Moments like Chinese New Year reinforce this, making travel an escape from expectation and a way to reconnect with personal identity.
IDEA
Tell a story about escape, not just travel. We created a short film that begins with family pressure after Chinese New Year, triggered by a message and a symbolic gift from the protagonist’s mother. From there, the journey unfolds into a more emotional and slightly magical experience, where Dubai becomes the space to explore her own path.
Tell a story about escape, not just travel. We created a short film that begins with family pressure after Chinese New Year, triggered by a message and a symbolic gift from the protagonist’s mother. From there, the journey unfolds into a more emotional and slightly magical experience, where Dubai becomes the space to explore her own path.
EXECUTION
A short film designed as entertainment rather than traditional advertising, tailored for a Chinese audience. Supported by cutdowns in 45, 30, 15, and 6 seconds, and extended into key visuals and social content.
Having lived and worked in China for over two years, I selected a Chinese film director to ensure cultural authenticity and alignment with local nuances.
A short film designed as entertainment rather than traditional advertising, tailored for a Chinese audience. Supported by cutdowns in 45, 30, 15, and 6 seconds, and extended into key visuals and social content.
Having lived and worked in China for over two years, I selected a Chinese film director to ensure cultural authenticity and alignment with local nuances.
ROLE
ACD
Part of the ACD team leading Dubai Tourism. Co-created the idea with my ACD copywriter partner, then led the creative through production, ensuring alignment across all assets from shoot to final output.
ACD
Part of the ACD team leading Dubai Tourism. Co-created the idea with my ACD copywriter partner, then led the creative through production, ensuring alignment across all assets from shoot to final output.
