ON THE LINE
A Media Campaign Proposal
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Anchored in a six‑part documentary series with David Chang. Built to turn one film shoot in Dubai into a year's worth of content for a global campaign.
In 2018, Dubai had no fly fishing scene and no Michelin star. Today it has both.
Fishing is the way in — not the point. This is the story of what Dubai has become, told for everyone who hasn't been paying attention.
The story, the talent, the assets, and the complete distribution plan — six pages.
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