Mall of Qatar – Brand Launch Campaign & Strategy

For the grand launch of Mall of Qatar—one of the country’s largest and most iconic retail destinations—we crafted a campaign that transformed anticipation into an immersive journey.

Rooted in the concept of "New Doors Opening Soon," our strategy introduced the mall as more than just a shopping center—it became a gateway to unrivaled entertainment, retail, and dining experiences. We brought this vision to life through a series of magical portals, each unveiling a world of wonder waiting inside MoQ.

Our multi-phase campaign built anticipation with striking visuals:

Teasers: Closed doors, hinting at the mystery behind them.

Reveal: Doors slightly ajar, offering glimpses into mesmerizing new worlds.

Grand Unveiling: A full immersion into surreal landscapes, capturing the scale and spectacle of MoQ’s offerings.

With a bold, maximalist art direction that fused real photography with 3D and CGI, our visuals seamlessly blended reality with fantasy—an approach that reflected the mall’s unparalleled variety and richness.

The campaign spanned outdoor, indoor, digital, large-scale print, and branding applications, creating a cohesive and visually stunning presence throughout the mall and beyond.

Agency
Leo Burnett Doha