DAMAC Islands 2 — Pre-Sale Launch Campaign
CGI & FOOH Influencer Campaign for Luxury Real Estate
Real estate launches in the luxury segment require more than product showcase — they require the audience to feel the lifestyle before it exists. For the pre-sale launch of DAMAC Islands 2, a new island development built around the concept of resort-style living all year round, we developed a three-part CGI and FOOH campaign in collaboration with influencers. Each video tells a different chapter of the same story: arriving, discovering, and being invited. Together they build an emotional world around a single brand promise — Permanent Holiday.
The first video needed to establish the core idea of the campaign: this is not a holiday you return from. To communicate relocation rather than tourism, the scene was built around the language of airports — arrival, luggage, the feeling of stepping into a new life.
The shoot took place in a regular location, which we transformed through CGI and VFX. The environment was cleaned up, signage replaced, and an airport taxi added in CGI to create a convincing arrival scene. The influencer enters the frame with an oversized suitcase — a visual metaphor for moving in, not checking in.
To ensure natural interaction between the influencer and the CGI luggage, a physical prototype handle was built on set during production. This was later replaced seamlessly in post with the final luggage design, maintaining the realism of the performance.
The combination of live action and CGI advertising allows the scene to feel grounded and human while communicating something aspirational: a lifestyle decision, not a booking.
The final visuals sell not a property, but a destination and a promise — arriving once, and never needing to leave.
The second video needed to communicate the scale and isolation of island living — the feeling of being surrounded by water, removed from the everyday. The challenge was to create that sense of place before the island itself exists.
The concept opens on an intimate moment: an influencer sitting by the sea, relaxed and present. The camera then pulls back slowly — and as it does, the environment expands to reveal that she is not on a shoreline. She is on an island, surrounded by open water on all sides.
The reveal reframes everything the viewer saw in the opening frames. What felt like a beach moment becomes a statement about lifestyle — solitude, exclusivity, and space as a luxury.
The CGI and VFX work builds the island environment around the live-action performance, creating a seamless transition between reality and the world being sold. The FOOH approach — transforming an ordinary location into something extraordinary — makes the concept shareable and visually distinctive.
The third video closes the campaign with a moment of discovery. Rather than a direct call to action, the concept uses a visual metaphor rooted in the romantic idea of a message in a bottle — reframed as a personal invitation to a new life.
An influencer walks along a beach with her child. Along the shoreline, dozens of bottles have washed ashore. She picks one up, opens it, and inside finds a handwritten invitation — to Permanent Holiday, to DAMAC Islands 2.
The scene is warm and unhurried, built around a moment of human connection rather than product display. The bottles scattered across the shore create a sense of scale and intentionality — this invitation was meant to find its recipient.
The CGI production enhances the environment and the volume of bottles to build the visual impact of the scene, while keeping the emotional core — a mother and child, a discovery, a beginning — entirely grounded in live action.
The invitation format closes the campaign loop: the first video is an arrival, the second is a revelation, the third is a call. Together they form a complete emotional journey from the audience's current life to the one being offered.