campaign Concept development for Dubai luxury hotel, Jumeirah

In 2019 Jumeirah Hotels was in contract negotiations with Gigi Hadid to be their new brand ambassador. At Gigi’s request Laird+Partners was brought in to concept and produce the first campaign.

As creative lead, I worked closely with a strategist to identify messaging that would amplify the world-class luxury experiences that Jumeirah was already known for while at the same time introducing Gigi as the new face of the brand.

Below is one of the final creative presentations.
The project got as far as pre-production before it ultimately dissolved, due to contractural issues between the two parties.