Julith

The brief

Julith opened into a Dubai coffee market where good content is the baseline, not the difference. The brief was to raise that standard rather than match it, so we started before the doors opened.

How we shot it

A teaser campaign came first. Content and ads then carried the launch through the whole opening period, and the work continued as monthly content after that. We shot the café as a place as much as a menu: arched booths and a concrete staircase, a server carrying a tray down the steps, gnocchi and a latte from overhead, a layered iced matcha drink in a double-walled glass.

Café content and campaigns in Dubai

Julith’s opening ran on a teaser campaign followed by monthly content and ads, with coffee and food photography styled to set a new standard for cafés in Dubai. Based in Abu Dhabi, Photolicious is a food photography and video production studio, with food styling, product photography and film for brands and campaigns in Dubai and across the UAE.