When the power of music replaces advertising.

How do you promote Dubai as a destination for International audience? Music is the answer. Rita Ora, one of many international rising talents that are set out to redefine their next big hit on streets on Dubai. The world is watching as the region faces an important challenge to empower women in the economic, political and societal spheres. Dubai is the perfect example that showcases the future forward, women-centric destination that it is. Rita Ora’s new look not only portrays Dubai in the visual narrative of the film but also is a cultural message.