Roxy Cinemas
Client: Meraas
Year: 2017


When Dubai based developer Meraas started operating the cinemas in their destinations, they needed to set themselves apart. Despite being popular culture in the UAE, going to a cinema was never considered more than watching the latest blockbuster.

The start of our work was to look at the clients existing research. It became clear that the opportunity lied in reframing the cinema visit. Watching cinema goers we found that the film was merely one part of a bigger social event involving friends or family.

The visual identity and overall language was built on these insights and subsequently used to create a range of signature moments from digital, physical and beyond, all geared towards creating an exceptional experience.

Agency: Ochre
Creative Director: Seb Klein
Designers: Ryan Miglinczy, Vishnu Pasupathy