The Spirit of the Riviera
To launch J1 Beach, Dubai’s newest luxury beachfront destination, Merex Investment selected OUI as their brand custodian. From brand strategy, logo design, creative concept, through to launch campaign, social media activation and launch night, OUI brought the ‘Spirit of the Riviera’ alive in Dubai.
For the launch campaign, OUI seeked to redefine the hospitality narrative, breaking away from typical destination campaigns with a bold, fashion-inspired approach that elevated the industry standard. By blending our expertise in fashion and luxury, we crafted every element with precision —from styling to art direction to production — to deliver a suite of assets including the master video, cutdowns, key visuals, and executions across digital out-of-home (OOH) and social media platforms.
As the lead creative agency, OUI continues to develop the strategy and creative rollout across social and digital into 2025.
