DAMAC Properties Launches Global TV Campaign for AKOYA Oxygen

October 6, 2014

Cannes Award-Winning Director Leads the Shoot

The Middle East’s leading luxury real estate developer, DAMAC Properties, has launched a world-wide TV advertising campaign for its 55 million sq ft AKOYA Oxygen master development.

The campaign has been shot on location in Dubai and Italy with Cannes award-winning director Anders Hallberg.

Hallberg has worked with many leading luxury brands around the world such as Gucci, Cartier and Perrier. Hollywood stars also often feature in Hallberg’s work, including Kate Moss, Dustin Hoffman and Adriana Lima. He has won industry-leading awards at the Cannes film festival for his striking and powerful pieces.

“AKOYA Oxygen will offer the serene luxury lifestyle in Dubai and it was important as a leading developer to work with the best in the business,” said Niall McLoughlin, Senior Vice President, DAMAC Properties. “Anders has created a stunning piece of work which brings to life the story of AKOYA Oxygen – that green is most definitely the new black.”


Launched last month, the first release of luxury houses at AKOYA Oxygen sold out in record time. Located off the Umm Suqeim Road extension and around 15 minutes from AKOYA by DAMAC. The development will include contemporary residential properties surrounding the TRUMP World Golf Club, an 18-hole championship golf course, along with a five-star hotel, organic markets, luxury wellness centre, outdoor yoga enclave and retail outlets featuring top brands.


The TV campaign will launch across the Middle East this weekend and be rolled out globally in the coming weeks. The shoot features iconic images of the city, from the Dubai International Airport, DIFC and Park Towers.


“I really enjoyed the creative process with DAMAC Properties which led to the final campaign,” said Anders Hallberg. “Telling the story of a woman in a beautiful, bustling city, heading home to the tranquil environs of AKOYA Oxygen was a challenging and refreshing experience. I believe we have successfully reflected the true brand of AKOYA Oxygen – the fresh open air, just minutes from the city.”