Mauro Bisso Azcárate

Creative Director
& Art Director
DOC 234—34/2

Expo 2020 – UAE Pavilion


LOCATION: Dubai, United Arab Emirates
YEAR: 2021During Expo 2020 in Dubai, I led the creative and branding team responsible for the full implementation of social media assets and content across the UAE Pavilion—one of the most visited and celebrated pavilions at the event. At the heart of our campaign was the concept "Land of Dreamers Who Do", a powerful narrative that captured the spirit of ambition, innovation, and progress. This campaign included the development and production of 35 original films, each spotlighting an inspiring "dreamer" whose story embodied the UAE’s vision for the future.

The project was high-intensity and fast-paced, requiring daily content creation to cover a wide range of live events, VIP visits, and high-level engagements. My team was responsible not only for real-time social media coverage but also for strategic storytelling that aligned with the UAE’s national branding. We worked closely with government stakeholders, ministers, and pavilion leadership to ensure that every piece of content reflected the pavilion’s values and messaging. The experience was a masterclass in agility, creativity under pressure, and cross-functional collaboration on a global stage.

















Over 20000 visitor came incvzxcvxzcv 


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