The Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), part of the Dubai Department of Economy and Tourism (DET), has launched an exciting new marketing campaign, 'Find Your Story', which stars globally renowned actor, businesswoman and UNICEF Global Ambassador Millie Bobby Brown and her husband, actor, model and producer Jake Bongiovi. The film showcases the exciting adventures that travellers can enjoy in the city, even during a brief stopover.
Written and co-directed by Argentine Armando Bo – who won the 2015 Academy Award for Best Original Screenplay for Birdman or (The Unexpected Virtue of Ignorance) – the captivating brand film highlights the diverse and vibrant experiences that Dubai has to offer on a stopover, from its stunning desert landscapes and futuristic architecture to its world-class shopping and cultural heritage. Bo's compatriate Felipe Gomez Aparicio also served as co-director on the film.
Brown, who currently stars in the Netflix film The Electric State and stars as Eleven in Netflix's popular Stranger Things series, is joined for the first time on screen by her husband Bongiovi, and together they bring their real-life fun and relatable chemistry to Dubai's new film. The campaign is initially launching in 21 international markets, across multiple platforms including TV, cinema, streaming, out-of-home (OOH) advertising, and social media. The campaign is initially launching in 21 international markets, and within the Indian market is being featured across multiple platforms including Facebook and Instagram.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), said: "Our diversified market strategy, built on bespoke and creative campaigns, has been pivotal in showcasing Dubai to the world, and we continue to leverage strong partnerships with stars from the world of entertainment to further enhance the city's allure to international visitors. Having Millie Bobby Brown and Jake Bongiovi as the leads of Dubai's new 'Find Your Story' campaign not only resonates with a broad demographic, but also highlights Dubai's inviting tourism offerings with something for everyone. They epitomise the ethos of exploration and we are confident that the film's thrilling narrative will inspire travellers to turn their own Dubai stopover into an exciting stay."
The Dubai 'script'
Shot at various locations across Dubai, the short film's narrative begins at Dubai International (DXB) where Brown and Bongiovi, with a few hours to spare before their next flight, discover a magical movie script which inspires an extraordinary journey via a 'portal to their new story'.
As the plot unfolds, the 'Dubai script' leads them to the enchanting alleyways of the Al Seef district, the modern architecture of the Museum of the Future and Burj Khalifa, and the breathtaking dunes of the Al Qudra desert. As the suspense intensifies, the script guides them into a series of mysterious new adventures, leaving audiences captivated and eager to discover where their Dubai story will lead next. The film concludes with a cliffhanger building intrigue and curiosity around how Dubai continues to surprise travellers with new adventures, and invites visitors to continue the story.
During a break in filming, Brown spoke about how excited she was to collaborate with Dubai on the new campaign and praised the city's multicultural society. She said: "Dubai is such a global city and it's different to any place that I've ever been to. It really does feel like many different places all in one city." After visiting Burj Khalifa, the world's tallest building, she added: "This is going to be one of my core memories. This is unbelievable. I'm looking at it, I'm working under it... it's very cool."
Bongiovi also spoke about how beautiful the desert landscapes were. He said: "We love Dubai and the desert is unlike anything I have ever seen before. Exploring the city was special and we have created many unforgettable memories during our time here."
Award-winning screenwriter and filmmaker Bo said: "In this short film we knew that we were telling a story, but we were also showing the world how amazing Dubai is. The locations are perfect to showcase what the city has to offer."
Diego Guijarro, director of photography, said: "It was really an amazing experience to shoot here – the landmarks, the landscapes. I knew it was something I always wanted to do, it was a place that I have never been before. It's cool to see all the different ambiances that you can have in the same city."
Dubai's new campaign is designed to inspire travellers to follow in the footsteps of Brown and Bongiovi by creating their own unique stories and memories during a visit to the city. With global connectivity and a diverse range of things to see and do, the campaign reinforces Dubai's reputation as the perfect destination for a stopover.
Part of DET's wider marketing efforts to promote the city to new international audiences through campaigns and consumer advocacy, 'Find Your Story' is the latest brand film to feature stars from the world of entertainment. In 2024, tailored campaigns for specific market activations included 'Dubai: A Whole New You', featuring father-daughter Bollywood duo Saif and Sara Ali Khan, and 'Dubai: Who's Ready?', starring Korean actors Park Shin-Hye and Park Hyung-Sik from the Netflix series, Doctor Slump. Other stars to feature in tourism campaigns for the city include Zac Efron and Jessica Alba in 'Dubai: A Romance to Remember', Shah Rukh Khan in 'Dubai Presents', and Gwyneth Paltrow, Zoe Saldana and Kate Hudson in 'A Story Takes Flight'.
Dubai Find Your Story – Film Credits
Principal Cast
- Millie Bobby Brown as herself
- Jake Bongiovi as himself
Directed By
- Felipe Gomez Aparicio and Armando Bo
Produced By
- Armando Bo
Story And Screenplay By
- Armando Bo
EP Rebolucion By
- Ciro Cesar Silva
- Ezequiel Ortiz
EP About Entertainment By
- Mercedes Reincke
- Natacha Cervi
- Tomás Pérez Silva
Line Producer
- Chancho D'Ovidio
Director of Photography
- Diego Guijarro
Assistant Director
- Diego Morel
- Patrick Michel Farra
To watch the new 'Find Your Story' campaign film starring Millie Bobby Brown and Jake Bongiovi, please visit: https://www.visitdubai.com/en/your-dubai-story
About the Dubai Department of Economy and Tourism (DET)
With the ultimate vision of making Dubai the world's leading commercial centre, investment hub and tourism destination, the Dubai Department of Economy and Tourism (DET) is mandated to support the Government in positioning the emirate as a major hub for global economy and tourism, and in boosting the city's economic and tourism competitiveness indicators, in line with the goals of the Dubai Economic Agenda, D33, which aims to double the size of the emirate's economy and consolidate its position among the top three global cities over the next decade.
Under this remit, DET is driving efforts to further enhance Dubai's diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai's vision to become the world's best city to visit, live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life, overall.
DET is the principal authority for planning, supervising, developing and marketing Dubai's business and tourism sectors. It is also responsible for licensing and classifying all types of businesses, including hotels, tour operators and travel agents. DET's portfolio includes Dubai Economic Development Corporation (DEDC), Dubai Business Registration and Licensing Corporation (DBLC), Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), Dubai SME, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), Dubai Festivals and Retail Establishment (DFRE) and Dubai College of Tourism (DCT).
