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Dubai Tourism is unveiling an integrated, global campaign representing the multiplicity of the destination.

The work by Mother features six films directed by Craig Gillespie and produced by Martha Davis at MJZ. Starring Jessica Alba and Zac Efron, they are in the style of movie trailers, intended to evoke the excitement that visitors to Dubai will experience.

They will run across digital, cinema and TV in 27 countries, supported by social media and OOH activations as well as a , where consumers can plan their holiday to the city.