Atlantis, the palm unveils 'A World Away': A transformative new brand campaign inspired by extraordinary experiences
Created to reshape perceptions, spark imagination, and reignite global awareness, the campaign positions Atlantis, The Palm as far more than a holiday destination. It is a world rich with energy, wonder, and emotion—where guests are invited to leave the ordinary behind and step into the extraordinary. Whether it's a guest overcoming their fears on the iconic waterslide Leap of Faith, or a quiet moment spent face-to-face with marine life, every experience becomes a fulfilled dream.
For the first time in Atlantis history, a campaign of this scale is conceived, produced, and executed entirely by the in-house brand and marketing teams—ensuring the final product is creatively ambitious, deeply authentic, and true to the spirit of the resort. To bring the story to life, the Atlantis team collaborates with Bruce Macdonald, winner of the New York Film Festival and International Film Talent Awards, whose cinematic direction anchors the emotional depth of the campaign.
He is joined by Simon Duggan, the acclaimed Director of Photography behind The Great Gatsby and Hacksaw Ridge, and a two-time AACTA Award winner for Best Cinematography. The visual narrative is further enhanced by London-based photographer Jonathan Stokes, known for his work with National Geographic Traveler; FPV drone expert André Larsen, one of the world's top talents in aerial filming; and underwater cinematographer Mike Rall, founder of Base Films and a recognised leader in his field.
Filming takes place across several of Atlantis, The Palm's most iconic locations, including the grand main lobby, the awe-inspiring Underwater Suite, the renowned Lost Chambers Aquarium, world-class culinary venues under the most Michelin-awarded destination in the region, and the record-breaking Aquaventure World.
Visually, 'A World Away' is defined by a distinctive 80/20 composition principle—80% of each frame showcases the vast, dreamlike environment of Atlantis, while 20% highlights authentic human connection. This deliberate balance amplifies both the scale of the resort and the emotional impact of the experience that guests are invited to partake in.
The campaign runs across digital, social, in-resort, and out-of-home platforms—not just in the UAE, but across key global markets including Saudi Arabia, the UK, USA, Australia, and Europe.
To experience the campaign firsthand, watch it here and follow @atlantisthepalm on social media.
Mariam Ferwiz
Assistant Manager, Public Relations
Mobile: (+971) 506524875
Email: mariam.ferwiz@atlantisdubai.com
For further information about Atlantis, please call +971 4 426 1000, or visit www.atlantis.com/dubai. Both low and high-resolution colour photography of Atlantis is available at www.kerznercommunications.com/atlantis/the-palm
www.kerznercommunications.com/atlantis/royal-atlantis
About Atlantis, The Palm, Dubai
Located at the centre of the crescent of The Palm in Dubai, Atlantis, The Palm is the first entertainment resort destination in the region. Opened in September 2008, the unique ocean-themed resort features a variety of marine and entertainment attractions, as well as 22 hectares of waterpark amusement at Atlantis Aquaventure, all within a 46-hectare site. It is home to one of the biggest waterparks in the world and one of the largest open-air marine habitats, with more than 65,000 marine animals in lagoons and displays including The Lost Chambers Aquarium, a maze of underwater corridors and passageways providing a journey through ancient Atlantis. Aquaventure Waterpark features 23.5 million litres of fresh water used to power 105 thrilling waterslides and attractions, including several world record-breaking slides, and two river rides featuring tidal waves and pools, water rapids and white-water chargers. Dolphin Bay, the unparalleled dolphin conservation and education habitat, and Sea Lion Point were created to provide guests with a once in a lifetime opportunity to learn more about some of nature's most friendly mammals. The resort boasts an impressive collection of luxury boutiques and shops as well as extensive meeting and convention facilities. Atlantis, The Palm is also known as the culinary destination in the region where guests can take their pick from a collection of 35 world-renowned restaurants including the three Michelin-starred FZN by Björn Frantzén and one Michelin star rated Hakkasan and Ossiano, as well as celebrity chef outposts Bread Street Kitchen & Bar by Gordon Ramsay and Nobu. Atlantis is also home to a buzzing nightlife scene with entertainment destination Wavehouse offering something for everyone, while WHITE Beach is the perfect place to unwind with a drink as the sun slips into the Arabian Sea.
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