Dubai, a city of dreams and luxury, became the central metaphor for the campaign — inspired by the aesthetics of GTA: Vice City. The Dubai Marina location mirrored the “first island” of the iconic game, resonating with both local and international audiences. To connect digital and real experiences, we produced viral video invitations referencing local landmarks and cars, culminating in a launch event and merch presentation.

The event was supported by DEIZ car rental and Kurazh-Voyage yacht agency, featuring a retro Chevrolet Camaro SS and a yacht day experience. The merch collection revolved around the word “Habibi” (“beloved”), symbolizing warmth and connection — both for couples and individual buyers. The collection’s design, colors, and cuts reflected modern trends and Middle Eastern flair.

"Habibi, come to Dubai"