ROBLOX
UAE Market Campaign
Project Type
CGI | VFX video production
Date
November-December 2024
Produced for
The GenX Media | Roblox
The Challenge
When one of the most iconic gaming platforms in the world prepared to expand its presence into the UAE, the task was clear: make a launch announcement that would resonate with both young audiences and their parents, blend cultural relevance with cinematic flair, and feel as massive as the brand itself.
Lumetri Production was entrusted to conceptualize, design, and execute a launch campaign that matched the scale and energy of Roblox. The project called for two high-impact CGI videos that would tease and then reveal the arrival of Roblox in the UAE market. Without access to behind-the-scenes material or sketch development, our work leaned heavily on story-driven visual execution and iconic character animation.
Process
Our creative journey began with a simple idea: how would a Roblox character “arrive” in the UAE? From that spark, we built a storyline that teased, revealed, and celebrated the brand’s regional debut.
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Creative Concepting: We designed a storyline that played out like a cinematic reveal, using suspense, iconography, and scale.
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3D Character Integration: Known Roblox characters were faithfully recreated in 3D, designed to match their digital counterparts while adapting to the unique lighting and atmosphere of the Dubai setting.
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Environmental CGI: We built detailed backgrounds based on Dubai landmarks like the Burj Khalifa, emphasizing scale and local relevance.
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Sound & Edit: The sound design matched the tone shift between the teaser and the revealer, building anticipation in the first and delivering excitement in the second.
Teaser Video: A Giant in the Shadows
In the teaser, a towering character quietly looms against the golden hues of a Dubai sunset. Shrouded in shadow, the figure walks slowly across the landscape — a quiet force arriving unnoticed. As the character moves, a bold text reveal follows: "Coming Soon."
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Mood: Suspenseful, cinematic, and mysterious.
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Visuals: Golden hour Dubai skyline, black silhouette of the character.
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Purpose: Build intrigue and hint at the scale of the upcoming reveal.
Revealer Video: Box Drop & National Colors
The follow-up video makes the message clear: Roblox has landed. The Burj Khalifa watches as a giant branded box drops from the sky. When it opens, a famous Roblox character emerges and dances joyfully. A UAE flag fills the background as the line appears: "Roblox is in the UAE now."
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Mood: Energetic, playful, celebratory.
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Visuals: Dubai in daylight, large-scale animation, iconic local setting.
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Purpose: Celebrate Roblox’s official presence in the region and position the brand as both global and locally relevant.
Impact
This project marked Lumetri Production’s entry into the UAE market — and what better way to debut than by launching with a brand that shaped a generation? The campaign drew strong attention on social media and showcased our ability to scale global ideas with regional flair.
