Carbone

The idea was to bring the attitude of New York to Dubai. Bold, magnetic, and a little theatrical. I wanted the campaign to feel like a Scorsese film meets modern fashion editorial, where every frame had charisma, presence, and flair.

We built the launch around five phases, from teaser to opening weekend, each told through layered storytelling, dynamic content capture, and a social system designed to build myth and momentum.

Because Carbone isn’t about hype. It’s about energy. The kind that walks in, turns heads, and owns the night.