C2comms Dubai

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“Unmirrored Speed” set out to introduce the smart #1 and #3 BRABUS editions by dramatizing their most compelling USP: Rocket Launch Mode. In a UAE EV market crowded with similar lifestyle-driven messaging, the challenge was to express extreme acceleration in a way that felt fresh, ownable, and true to smart’s intelligent, design-led personality.
The solution was a single, bold visual idea: the cars accelerate so quickly they outrun their own reflections. Each execution pairs a precisely crafted, UAE-specific setting with a controlled surreal twist, conveying instant speed without relying on familiar automotive tropes. AI was used as a craft tool to achieve architectural accuracy and visual precision that a traditional shoot could not deliver.
The campaign delivered a significant lift in both visibility and consumer consideration, translating strong creative impact into real commercial momentum.
With a total print reach of more than 2.88 million through KT Luxe, MENA Tech, and Layalina Privee, the three-ad series delivered USD 1.15 million in Advertising Value Equivalency (AVE), reflecting efficient media investment and high-quality exposure.
Most importantly, the campaign drove bottom-funnel action: inquiries increased, resulting in a +26% rise in test-drive registrations from October to November demonstrating that the creative impact translated directly into consumer intent.

MADEIT CREDITS

  • Eslam AguizClient
  • Roberto ColucciClient
  • Diana HammoudAccount Manager
  • Joshua MathiasPR Director
  • layal el sayedBusiness Director
  • Maia NounPlanning Manager
  • Sandrine HittiMarcom Director
  • Saurabh DahiyaPlanning Director
  • Shadi ZantoutAccount Director
  • * Pablo MaldonadoExecutive Creative Director
  • * C2comms
  • * Muneer AlrayesSenior Creative Copywriter
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