MUSTQBL × FLORA

MUSTQBL × FLORA is a visual campaign developed to promote MUSTQBL, a sci-fi project created 3RD Unit, at the Dubai AI Week.

Case Study ︎︎︎

The campaign merges science fiction with the physical reality of Dubai, anchoring a speculative future world in recognisable urban environments, making it feel tangible, believable, and visually iconic.

The project explores how frontier creator tools can generate culturally specific, high-resolution content at speed, while also revealing the structure of AI-enabled creative workflows behind the scenes. Through close collaboration with the FLORA team, the tool itself became the creative engine of the campaign.