DUBAI TOURISM
Approved by a Cat
A short film exploring modern relationships through the tension of traveling together. Set in Dubai, where routines disappear and small emotions take the lead. With Fu Bao the cat observing, the city becomes part of the relationship
Approved by a Cat
A short film exploring modern relationships through the tension of traveling together. Set in Dubai, where routines disappear and small emotions take the lead. With Fu Bao the cat observing, the city becomes part of the relationship
PROBLEM
Dubai Tourism needed to attract young Chinese couples entering a new stage in life, often traveling together independently for the first time. With Chinese outbound travel shifting toward experience-driven trips, the challenge was to make Dubai feel relevant to this emotional moment, not just another luxury destination.
Dubai Tourism needed to attract young Chinese couples entering a new stage in life, often traveling together independently for the first time. With Chinese outbound travel shifting toward experience-driven trips, the challenge was to make Dubai feel relevant to this emotional moment, not just another luxury destination.
INSIGHT
For many young couples, traveling together is more than a trip. It is a test of the relationship. Away from routine, small moments become amplified, revealing habits, tensions, and compatibility. These emotional shifts are rarely addressed by traditional tourism advertising.
IDEA
Tell a relationship story instead of a destination story. We created a short film where both the couple and the city are put to the test, with Fu Bao the cat acting as a subtle narrator. In the end, both are “approved” in a light, humorous way.
EXECUTION
At the core was a short film designed as entertainment rather than traditional advertising, tailored to resonate with a Chinese audience. Supported by a system of cutdowns in 45, 30, 15, and 6 seconds, the campaign extended into key visuals and social content, creating a consistent presence across touchpoints.
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.