Launch campaign · Concept development · 2026
Lu’lu’a
A building that doesn’t exist, launched as if it opens next year.
- campaign assets
- 6
- languages, Arabic designed not translated
- 2
- campaign line across every piece
- 1
- AI-generated, art-directed
- 100%
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Highlights
- Concept, name and launch line: “Live where the Gulf keeps its treasures”
- Aerial key visual, dusk and lifestyle imagery, residences and pool deck
- Printed brochure and social posts carrying one look
- Arabic versions designed rather than translated
- Same building, materials and light in every image, each checked against the key visual
- Motion study of the view from a balcony
The story
Lu’lu’a is Arabic for pearl. For thousands of years the Gulf’s greatest treasure came from beneath its waters, and that heritage gave the concept its idea: two shell-shaped towers on their own island, opened like an oyster, with a mirrored sphere held in the bridge between them.
From there it was treated like a real launch. One line, “Live where the Gulf keeps its treasures”, and one look carried through every piece: an aerial key visual, dusk and lifestyle imagery, the residences, the pool deck, a printed brochure, and social posts, with Arabic versions designed rather than translated (“Rare by nature” became نادرة بطبيعتها).
Every image was made with AI and art-directed shot by shot. The hard part is not getting one beautiful picture; it is getting the same building, the same materials and the same light in every picture, so the campaign reads as one real place. Each image was checked against the key visual before it joined the set.
- Role
- Concept and naming, Creative direction, AI image direction, Copywriting, Brochure and social design, Arabic adaptation
- Client
- Concept development
- Where · When
- Dubai · 2026
- Self-initiated concept. The development is imagined; every image is AI-generated and art-directed
