Miral’s Yas Bay Waterfront Launches with Vibrant ‘Where Fate Plays’ Campaign from Truant London

Abu Dhabi and UAE retail and leisure real estate developer, Miral, has launched its newest entertainment destination, Yas Bay Waterfront with a visually stunning and attention-grabbing campaign by advertising, media and music agency Truant London.

Running across multiple channels, the central film applies a kaleidoscope technique to vibrant film snippets of the waterfront destination – from poolside to dancefloor – to create a carefully choreographed set of bold and bright geometric scenes that showcase Yas Bay Waterfront as the perfect destination for spontaneity and sparkle.

The campaign features a specially recorded contemporary remix of Don’t Rain On My Parade (performed and produced by The Young Punx featuring West End theatre vocalist and performer Louise Clare Marshall), with the film dramatising that, from bumping into friends to discovering new pleasures, anything can happen at Yas Bay Waterfront.

Playfully directed by Deja Vu’s WATTS team, the central film and supporting assets are being pushed across all social channels, with a particular focus on TikTok, alongside an ongoing content strategy and influencer programme to keep audiences engaged and involved.

Miral’s senior marketing manager, Matthew Augier, said: “Yas Bay Waterfront is a unique destination for Abu Dhabi, and it was important that we encapsulated the limitless opportunities and serendipitous moments that waterfront living creates. Our 'Where will the Waterfront take you?' campaign embodies these moments, but also injects the fun and energy that our vendors create. Our modern take on the popular Don't Rain On My Parade track alongside the vibrant visuals is sure to make an impact in the region and we're proud to have worked on such an exciting campaign."

Truant London’s ECD and co-founder, David Gamble, commented: “The Miral team were really open to being pushed creatively. We worked together seamlessly, despite being separated by thousands of miles, time differences and a global pandemic. To pull off a remote shoot with an authentic feeling set-up, the UK team holed up in the Hoxton hotel for a week to jointly face 2AM starts on three-hour sleeps with constant delirium and laughs. The approach worked well and we're incredibly proud of the whole campaign.”

Truant Creatives, Charlie Lindsay and George Bartlett, added: "The waterfront is a magical place that welcomes you in and takes you on a mad kaleidoscopic journey of tastes and styles. And this is what inspired our art direction of ridiculously colourful, considered chaos and meticulous madness."

Truant Music’s Jemma Skidmore added: “The music helps to bring the brilliant creative to life. The iconic, celebratory lyrics set to our newly-created modernised re-record complement the vibrancy of the campaign and reflect the client and brand personality.”