Beyond Real

Dubai Tourism challenged us to win over affluent, skeptical American travelers who view the city as all artifice and no soul, so instead of leaning into spectacle, we embraced that skepticism with a sharply funny, self-aware campaign that disarms doubt and reveals Dubai’s more human side alongside its jaw-dropping natural landscapes; the hero film, The Hyperbolist, follows a couple recounting their trip at a dinner party from opposing perspectives—she’s grounded, he’s a notorious exaggerator—and by the end their stories converge to reveal the twist: in a place as extraordinary as Dubai, even the most unbelievable details are true.

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