Everything. Every day. That’s Expo.

How do you build anticipation for an event before it even opens its doors? You bring the future to life, now. 

With 173 Days of Expo, we set out to show just how rich, diverse, and unmissable Expo 2020 Dubai would be. From food and music to science, culture, dance, and discovery, the campaign spotlighted the energy, innovation, and global spirit that would define each day of Expo.

We developed the creative idea and key narratives in-house, shaping a content campaign that felt immersive and authentic. To keep it grounded in reality, not just imagination, we shot much of the content onsite at Expo, offering a true taste of what was to come. A production house was brought in to execute the shoot, based on our creative direction.

The result was a campaign that did more than raise awareness - it generated real excitement and emotional connection. And its impact lived well beyond the launch: the footage we captured became a foundational content library, repurposed across countless Expo videos in the lead-up and throughout the event itself.

This was more than a trailer - it was a promise. One that got people to say, “That’s Expo!”