Qatar Landmarks - QATAR

SARAB was commissioned by Qatar Tourism to create a fine art photographic collection of Qatar's most important landmarks for the nation's global tourism campaign. A collection that became the visual backbone of one of Qatar Tourism's most creative international activations.

The production has exceeded the quality and standards required by tourism campaigns. This is always the aim at SARAB. The images were so unusually atmospheric that Qatar Tourism built a global activation around a single premise: they created AI-generated versions of the same scenes, handed both to football's biggest names, Kylian Mbappé and fellow Paris Saint-Germain stars, and asked the players to guess which photograph was real. The campaign made the work the message, and the message that Doha's beauty is real, captured entirely through SARAB's photography.

Watch the produced campaign: 'Qatar Landmarks: Real or AI?' on YouTube