writer | creative director
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ARABIAN CANAL

It's life that's big

 

Arabian Canal, a Limitless master development, will be an city built around a canal through the desert, connecting to Dubai. The plans include waterfronts, giant hills and parks, urban centers, neighborhoods, bike paths and ferry systems. Think Panama Canal in scale. Now make it bigger, urbanize, idealize and Arabize it. 

 
 

 

This was the beginning of a 5-year, 3-phase, 360 campaign, built to grow and shift target audiences as the project approached completion. The boastful stats targeted investors at the launch. Then we flip the hierarchy to focus on the fleeting but beautiful moments for the characters who live there, happily oblivious to the engineering feat they call home.