Laguna Residence Campaign
Client: One Development
Project: Launch of Laguna Residence, Dubai
Agency: The Crew Film
Scope: Full-Scale Commercial Campaign – Concept to Screen
Challenge
Dubai doesn’t lack real estate launches. It lacks launches that stick.
One Development was preparing to drop Laguna Residence—an upscale waterfront project meant to cut through the noise of a saturated, high-gloss property market.
The ask was ambitious:
Create a launch campaign that would turn heads, build trust, and signal status—before a single unit sold.
Their ace? Amir Karara.
Our job? Make the film as magnetic as the man and the brand combined.
Concept
We crafted a launch narrative that blended cinematic luxury with authentic influence.
No overused drone reels. No robotic narration.
This wasn’t about selling square footage—it was about building lifestyle desire. Karara wasn’t just endorsing Laguna—he was living it, feeling it, and embodying its confidence.
The campaign focused on three emotional levers:
Aspiration: Position Laguna as not just a place to live, but a statement to make.
Elegance with edge: Deliver luxury visuals that feel current, clean, and grounded.
Familiarity meets sophistication: Karara walks the line between star power and real-world relatability—so did the visuals.
Tactical Focus
Concept Development & Brand Narrative
Full Campaign Scripting & Storyboarding
Casting Integration with Amir Karara’s team
Location Planning & Permitting
Complete Production Management
Direction, Cinematography, and Talent Direction
Post-Production (Visual FX, Color, Sound, Music Licensing)
Adaptation for Broadcast, Social, Sales Decks & Events
Production
Filming Location: Laguna Residence (pre-launch phase), Dubai
Gear & Format: High-end cinema package with prime lenses, stabilized rig work, integrated drone sequences
Tone: Ultra-premium lifestyle, cinematic noir with modern light palette
Talent Management: On-set coordination with Karara’s team to ensure performance flexibility and on-brand output
Timeframe: 4 weeks end-to-end (pre to post), timed with project PR roll-out
Result
Campaign film released with high-impact regional buzz
Shared by Amir Karara’s platform, amplifying reach instantly
Used in launch events, digital ads, PR pressers, and investor decks
Created brand association between Karara and Laguna that positioned the project as not just new, but necessary
Delivered real estate content that felt like a short film, not a sales pitch
Laguna didn’t just enter the Dubai market with a logo.
It came in with a voice, a face, and a cinematic identity people remembered.
Solution
Campaign film released with high-impact regional buzz
Shared by Amir Karara’s platform, amplifying reach instantly
Used in launch events, digital ads, PR pressers, and investor decks
Created brand association between Karara and Laguna that positioned the project as not just new, but necessary
Delivered real estate content that felt like a short film, not a sales pitch