Nowhere plays like DXB
U LA LA served as executive production and lead production company for Nike’s “No One Plays Like DXB” campaign, created for the opening of Nike’s Dubai flagship store — the largest in the Middle East.
Directed and photographed by Sharif Hamza — a British-Egyptian-Filipino artist whose own Third Culture Kid background deeply informs his work — the campaign deliberately moved away from traditional pro-athlete imagery to celebrate the diversity, fluidity and street culture of Dubai’s youth. The film and stills captured young expats and locals playing basketball, skating and dancing against the backdrop of Dubai’s modern architecture, reflecting how a generation that doesn’t identify with just one country blends heritage with global sports culture.
As lead production company, U LA LA managed executive production throughout — overseeing the director, DP, travel, accommodation and overall project coordination. On the ground in Dubai, U LA LA worked alongside a local production company to provide additional local support, ensuring the cultural authenticity and creative ambition of the project was matched by seamless execution.
Production Facts
Client — Nike
Campaign — No One Plays Like DXB
Director/Photographer — Sharif Hamza
Executive & Lead Production — U LA LA
Location — Dubai, UAE
Deliverables — Digital content & campaign stills
Production Scope
On-site production oversight
Executive production and lead production company
Full crew assembly and management
Location sourcing and coordination
Supplier and logistics management
