ParamountHotel Midtown · Dubai
Cinema. Cuisine. Character.
Film-inspired storytelling for Paramount Hotel Midtown. Explore the Ramadan brief, high-tea poster concepts and the craft behind the campaign creative.
In the spotlight
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Paris at sunset
Cinematic photography / high-tea concept
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Emily in Paris
Pink & purple / high-tea concept
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Parisian high tea
Turquoise & red / high-tea concept
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High tea at Paramount
Light treatment / poster design
A cinematic identity.
A hospitality story.
Paramount Hotel Midtown’s brief brought together cinema, Dubai hospitality and themed dining. AIIMS explored those ideas through campaign posters and signage, combining supplied photography, image compositing, typography and distinct visual treatments.
- Client
- Paramount Hotel Midtown
- Location
- Dubai, United Arab Emirates
- AIIMS scope
- Campaign creative
Posters & signage - Creative approach
- Concept exploration
Image compositing & design
Emily
in Paris.
Paris at sunset. Pink and purple collage. Turquoise and red. One dining theme, explored through contrasting poster concepts with a clear offer and recognisable hotel branding.
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Three perspectives. One high-tea story.
Sunset photography and turquoise & red / poster concept studies
Set the scene.
Supplied dining photography became the starting point for new settings, backgrounds, colour and light.
Build the character.
Parisian landmarks, berets, collage and poster typography gave each concept its own visual personality.
Keep the offer clear.
High-tea messaging, dates, hotel branding and reservation details gave the artwork a promotional purpose.
Six takes on high tea.
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01 / Light
Rose sky. Cream frame. Parisian character.
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02 / Light
Blue sky. Cream frame. A brighter treatment.
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03 / Dark
Warm colour. Black frame. Gold typography.
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04 / Dark
Cooler colour. Black frame. Gold typography.
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05 / Colour
Blue sky. Dubai landmarks. Red beret.
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06 / Colour
Rose sky. Dubai landmarks. Red beret.
The high-tea artwork carries 15–31 January dates. This collection is presented as a creative chapter alongside the Ramadan 2025 brief.
The Scenes
of Ramadan.
Experience the Flavours of Arabia.
“22 Nights of Theatre” brought cinema and Arabian flavours into the brief. Emily in Paris and Ratatouille were among the creative references linking film, food and hospitality.
The moodboard combined culinary cinema, crescent moons, decorative arches, warm gold and the Dubai skyline to establish a visual world for the campaign.
of Theatre
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The Ramadan visual world
Moodboard / cinema, cuisine & Ramadan references
From reference to poster.
The design boards show how photography, references and visual treatments shaped the concepts.
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01 / Set the scene
Supplied photography composed into a Paris setting.
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02 / Build the character
Pink, purple, collage and bold poster typography.
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03 / Change the treatment
Turquoise, red and Parisian styling.
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04 / Refine the story
Sunset photography, food detail and composition.
One idea. Across the experience.
Poster layout studies and mockups explore the creative across screens, email and print.
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The poster layout studies
Typography, brand placement & format variations
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The sunset treatment
Screen, email & print / application mockups
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The pink & purple treatment
Screen, email & print / application mockups
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The turquoise & red treatment
Screen, email & print / application mockups
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The cinematic Paris treatment
Screen, email & print / application mockups
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Sunset / alternate presentation
Screen, email & print / application mockups
Application mockups illustrate how each visual treatment can carry across digital screens, email and print.
Project credits.
AIIMS × Paramount Hotel MidtownCampaign creative / Dubai
Zaid Awad
Operations Manager
AIIMS Group Dubai
Abby El Adeeb
Senior Designer
Give your brand
the spotlight.
Campaign creative, poster design and visual storytelling from AIIMS. Bring us your next hospitality or brand brief.
UAE · +971 800 035702702
