Visit Dubai casts Barış Arduç in romance-led Turkish campaign – Campaign Middle East

Visit Dubai has unveiled a new Turkish-language campaign, ‘Dubai. Aşkla Güzel’, translating to Dubai. Beautiful with Love, targeting Turkish travellers – especially couples and families – through a story-led film that casts Dubai as a destination of emotion, adventure and modern charm.

Fronted by acclaimed Turkish actor Barış Arduç, the campaign film takes viewers on a cinematic-style journey across the city. Through the lens of romance and discovery, Arduç explores contrasting sides of the city – from the stillness of Al Qudra Desert to the sleek, urban energy of Downtown Dubai; from colourful stretches of Kite Beach to the heritage-laced waterfronts of Al Seef.

The production doesn’t list tourist attractions outright. Instead, it uses symbolism, small gestures and ambient storytelling to position Dubai as a place to connect, explore and feel. In the film, Barış Arduç follows visual and emotional cues across the city – travelling by camel, classic car, boat and electric scooter – mirroring the rhythm of an unfolding relationship. He described the experience of filming as feeling more like a holiday than a production, adding that Dubai made every moment feel like a scene from a movie.

Shot at recognisable landmarks including Burj Park, Jumeirah Al Qasr Hotel and Balloon at the Palace, the campaign builds visual resonance to back its emotional tone. The result is a highly curated snapshot of the city’s duality – offering both escapism and cultural richness.

Director Engin Erden, making his first visit to the emirate for the project, reflected on Dubai as a place that naturally lends itself to cinematic storytelling. He described the shoot as an unforgettable experience and is already anticipating a return. Writer and creative director Kaan Ertüz noted that although the campaign doesn’t explicitly show “love,” it carries its presence in every frame, echoing the emotional undertones of each location and moment.

The multi-platform campaign is currently live in Turkey, with a MENA-wide rollout to follow. It spans outdoor, digital, social media and print channels. Behind-the-scenes footage and content assets offer a supporting layer of discovery and relatability.

The campaign was produced by Big Kahuna Films, with creative direction and script by Kaan Ertüz and direction by Engin Erden.