Azure, Al Reem Island, Abu Dhabi

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Client: Masaood Developments / Savills Real Estate
Location: Reem Island, Abu Dhabi, UAE
Category: Interiors / Lifestyle / 360

Al Masaood is one of the leading trading families of Abu Dhabi with a rich diversity of companies and businesses in the UAE and further afield. The first company to be registered by the Abu Dhabi Chamber of Commerce. Al Masaood partnered with Saville’s and The Tribe from Dubai, for Creative and content.
Azure is an apartment development on the up and coming Al Reem Island, Abu Dhabi. The building was designed to look and feel more like an up-scale hotel than a traditional apartment block in the heart of the Commercial Business District. Al Masaood Developments was also supporting the sales efforts with a very competitive low deposit finance plan alongside rent-like monthly payments. The aim was to convert renters into owners at a lower age then the norms.
They were introducing a new concept in home ownership in the region. Unlike other property developers in the UAE, the company planned to make investing in property simple by keeping processes transparent and uncomplicated. The Creative campaign was to support this and launch the project to market.
I was tasked with providing a full suite of digital content, to support the Advertising launch campaign. This included Interiors and Architectural images. Lifestyle images. And 360 images. Working seamlessly alongside the Creative Director, models, stylists and team to produce eye-catching images that answered the brief perfectly. The client had set out a very defined scope, mood boards and shot list, which we worked to and delivered. But, we also had to be 110% clear regarding the need for content across the numerous channels. My team fully understood this challenge; so we ensured images were shot in ways they could be used across websites (landscape) social covers and profiles (wide and shallow) square posts as an optimum format for multi-channel social posting, portrait shape for mobile and Snapchat, as well as very high resolution for outdoor and on-site POS. See my images here and here.

The Challenge

I was tasked by the Dubai advertising agency The Tribe to bring their creative idea "I Own It" to life in a visual context. Appealing to a millennial target market in a very cluttered property market during a time of slow economic trading. They asked us to anchor this new brand in the minds of the audience using a lifestyle and premium selling approach.

The Brief

Aged between 25 to 40, the audience would be experience and visually driven. Posting their life highlights as they go and keen to share what they have achieved, love and care about. They are experienced in what the better things in life can offer, but at the same time are more careful with their money and prefer to spend on quality and rich experiences, rather than lavish and extravagant. The Task: I had to capture the spirit of the campaign through a lens and create imagery that would engage the audiences emotionally, while still driving traditional leads through the inbound performance marketing channels. The scope included providing a full suite of digital content to support the marketing communication launch campaign. This included Lifestyle shots for crucial branding and marketing communication. Interiors and Architectural, including 360 imagery and virtual tours working seamlessly alongside the creative team, stylists, models and project producer we created a project plan and shoot requirements scope to deliver the clients request. We also ensured the images were re-touched to the highest of standards and named used the clients SEO naming conventions to aid search results.


A successful suite of eye-catching and engaging imagery to answer the clients brief. The client was able to use these imagery to build the brand awareness through lifestyle creative assets, develop a steady flow of strong leads from day one and gain extensive media exposure across the region through PR and articles. To include multiple end uses, e-book, to web-site, to print, to Instagram, Snapchat and more. See more here


Alex and his team hit the nail on the head again, with fantastic results. My clients were blown away by his teams' passion, commitment, attention to detail and understanding of all the requirements beyond a photography brief; such as SEO, social, mobile, formats etc. A fantastic job that has helped us achieve very positive results after only 8 weeks and a delighted client for the agency.

Peter Hubbersty, The Tribe Advertising, Dubai

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