AQUAVENTURE: WHERE LEGENDARY LIVES
The Campaign
Aquaventure world. A Dubai Institution.
Despite its size, scale and record breaking credentials - the world’s largest waterpark was losing relevance with its socially connected audiences. It was time for the park to reframe its ‘Legendary’ positioning away from the mythological 'Lost City of Atlantis' approach to something edgier and more ownable for the iconic destination.
So, relaunching under the banner Aquaventure: Where Legendary Lives we assembled our own team of legends that would take the park, and the social media world by storm. From Gen Z viral content stars and adrenaline junkies that embodied the Aquaventure spirit, to the world’s most legendary lifeguard David Hasselhoff (for iconic millennial appeal). Creating a hero film that emphatically reintroduced Aquaventure by inviting these creators to use their signature social style to stunt and showdown across the parks most famous rides, turning Aquaventure into one epic playground in a series of star-studded content pieces.
Bridging a generational divide with relevant and relatable internet sensations, and reframing the destination's perception by grabbing the attention of an entirely new audience.
Role: Creative Director & Lead Writer