I AM K2
Entertainment
Media Stunt
Drone Show
Fireworks
Dubai, United Arab Emirates
2025
A premiere usually ends when the lights come up. For the documentary I AM K2, it ended in the sky: a drone show over Dubai Marina that turned the night into a second screen.
Launch of the documentary movie I AM K2, for Karim Gharby Tunisia’s most celebrated artist and philanthropist renowned for this work with international artists such as Snoop Dogg & DJ Khalid.
I AM K2 is a feature documentary that premiered at Roxy Cinemas in Dubai. The launch needed a moment that people outside the cinema would see, film and share.
After the premiere, we staged a 20-minute drone show over the Dubai JBR & Marina skyline. The drones drew the film's title, highlights ended with a thank-you to the UAE,, with a multi-dimensional 3 minutes fireworks show launched from a vessel in the water, that overtook the skyline.
Campaign
A cinema premiere reaches audiences inside the theatre. We wanted to create a media stunt that would reach an entire region and live far beyond the night itself.
The ambition was to turn I AM K2’s documentary launch into a media stunt that audiences across the UAE, Tunisia and wider MENA couldn't ignore. We set out to create a moment so extraordinary that people would instinctively stop, film, share and amplify it across Instagram, Facebook, Snapchat and TikTok.
Over the waters of Dubai, a fleet of 600 drones illuminated the night sky with the words "I AM K2", followed by powerful campaign messages, including "THANK YOU UAE". A 20-minute drone spectacle culminated in a spectacular fireworks display, with VIPs and celebrities watching live from The Ritz-Carlton, JBR. The duration and scale were carefully designed to draw crowds across Bluewaters Island, JBR and Dubai Marina, turning shoppers, residents and visitors into an army of content creators.
The aftermath was just as spectacular creating a moment Dubai wanted to share. K2's Instagram was flooded with messages and celebrations from loved ones and fans, generating over 3 million views in less than 48 hours.
Solutions
The drones spelled out "I AM K2" over the water, followed by messages including "THANK YOU UAE". The show ran for 20 minutes, long enough for people to stop, film and send it on.
The artist's own reel of the night drew more than 90,000 likes on Instagram.
Challenge
A premiere reaches the people inside the cinema. Everyone else hears about it later, if at all. The launch had to reach the crowds along the waterfront that evening, without asking them to buy a ticket.
It also had to be a moment people would want to film and share the same night.
