The Dubai Esports and Games Festival (a part of Dubai Economy and Tourism) is an annual celebration of gaming culture, innovation, and community, showcasing the latest trends in esports, gaming technology, and interactive entertainment. Hosted in the vibrant city of Dubai.

 The campaign, consisting of a hero film, OOH and digital assets has been released in the lead up to the festival to generate awareness and encourage people to get tickets for the many events within it.  

The hero film shows 4 young people in a Dubai gaming café being transported into a gamified Dubai where they get to play as characters, exploring the city in their own way, using their individual gaming powers. The aim of the hero film is to generate excitement in the build-up to the festival which bring together the gaming community, industry professionals, and enthusiasts from around the world for a week-long extravaganza of competitions, exhibitions, and live events.