Twofour54º
~
Twofour54º ~
PROJECT
B2B work for the UAE's biggest media powerhouse
CLIENT
Twofour54º
YEAR
2018—2020
ROLE
Associate Creative Director
AGENCY
M&CSaatchi
WHAT IS TWOFOUR54º
TwoFour54 is Abu Dhabi's media free zone, named after the city's geographic coordinates. Established in 2008, it was built to seed and grow the UAE's media and creative industries, offering production facilities, studios, training academies and tax-free licensing to international media companies. Its audience is global: broadcasters, production houses, creative entrepreneurs and media executives deciding where in the world to base their next chapter.
THE WORK
TwoFour54 was one of M&C Saatchi Abu Dhabi's anchor clients, and a constant in my roster for the duration of my time there. Our office was based inside the TwoFour54 ecosystem, which meant a close, day-to-day partnership and a steady rhythm of work — from tactical pieces like in-lift banners through to proactive concepts and larger strategic campaigns. I led the account alongside the Creative Director as creative partners, and we re-pitched at the end of our contract and won the business again — a meaningful vote of confidence.
The work below spans that range: the Connect hub concept for the partner community, a business development acquisition campaign with two strategic routes, in-lift poster work, email marketing, and selected slides from the winning re-pitch. The mix is deliberate — some live, some exploratory, some conceptual — to show how the account was approached across different briefs and scales.
The Work
Acquisition campaign to bring new partners into TwoFour54 and fill more office space in Abu Dhabi.
The brief: make the case for why now is the moment, and here is the place, against a backdrop of regional growth and opportunity.
Route 01 — Make your move.
Lead with access. A route built around what TwoFour54 opens up — engaged media markets, waived licence fees, international clients, tailored facilities, government contracts — positioning Abu Dhabi as the launchpad for ambitious businesses ready to make their next move.
Route 02 — The Time Is Now. The Place Is Here.
Lead with the numbers. A data-led route using bold statistics about the region's growth — the value of the MENA gaming and film markets, GCC economic acceleration, audience scale — to make an evidence-based case that Abu Dhabi is the smart move.
Connect was a proactive concept for TwoFour54's partner community. We identified the need, named the hub, and developed the identity from scratch — turning an informal community into something with a place and a face.
The Re-Pitch
At the end of our contract, TwoFour54º put the account up for re-pitch. We competed to keep the business we already had, and won. The work rebuilt the brand from the inside out — refreshing colour, visual language, and tone of voice to serve every part of their operation: business development, production services, freelancer base, and the launch of their new creative hub on Yas Island, where TwoFour54 is now based.
As part of the pitch, we mapped the full business development consumer journey — from first impression to final conversion. We built it around Tony, a fictional CEO of a content production company, to show how TwoFour54's brand and communications could work across every stage: Inspire, Educate, Convert.
Peloton
The secret to a marvellous life
Peloton x Liverpool
Goals. Anytime. Anywhere.
Peloton
Moved by discipline: Candice Brathwaite
Peloton x German National League
Ever loved something so much?