Zac Efron & Jessica Alba BTS

February 14, 2021

Dubai Presents — A Cinematic Tourism Campaign Starring Jessica Alba & Zac Efron

Dubai Presents

Dubai Presents is a groundbreaking global tourism campaign launched by the Department of Economy and Tourism of Dubai, designed to promote the city through a unique blend of storytelling and cinematic production. Rather than relying on traditional travel marketing, this campaign reimagined Dubai as the setting for a Hollywood blockbuster, featuring short films in the style of movie trailers — from action-packed spy thrillers to romantic comedies.

Jessica Alba and Zac Efron in Dubai. RightNow Production

The campaign starred Jessica Alba and Zac Efron and was directed by acclaimed filmmaker Craig Gillespie, known for Cruella and I, Tonya. The result was a dynamic, genre-bending promotional series that presented Dubai as a destination full of drama, charm, adventure, and style.

Our Role:

I had the opportunity to contribute to this exciting international production by supporting the creation of the behind-the-scenes “film about the film” — a making-of piece that captured the creative process, energy, and scale of the campaign.

Key Project Highlights

Cinematic Approach:
- Multiple short films in different genres: spy action (5-Star Mission), rom-com, buddy adventure, and mystery
- Professional screenwriting, direction, and film production techniques
Star Power:
- Lead roles by Zac Efron and Jessica Alba
- Directed by Craig Gillespie

Spectacular Locations Across Dubai:

Burj Khalifa

Burj Al Arab

Museum of the Future

Dubai Creek

Al Fahidi Historical District

Hatta desert and mountains

Pierchic restaurant

Dubai Opera

Massive Global Reach:

27 countries

16 languages

cinemas, television, digital platforms, social media, and outdoor advertising

hundreds of millions of times

International Production Team:

180 crew members

27 nationalities

It was an incredible experience to be part of such a high-profile international production. Working alongside a world-class team, helping bring this cinematic vision to life, and contributing to the behind-the-scenes storytelling made it truly special. Being involved in a campaign of this scale — with Hollywood stars like Jessica Alba and Zac Efron — felt like stepping into the world of real cinema. An unforgettable project, and a true milestone for our team.