The brand & goal
On Top is a wake-surfing business launched from scratch in Dubai. The goal was to build a brand that could stand out in a highly visual, competitive local market — and create a community around the lifestyle, not just the sport.
What we did
We shaped the strategy around the Dubai market and its lifestyle cues, communicating the feeling behind wake-surfing — energy, freedom, movement, connection — rather than the service itself.
In motion
Content strategy, creative direction, production, short-form video, AI-powered creatives, influencer marketing and brand collaborations with relevant creators and local brands.
The result
- A growing booking queue
- A recognisable visual presence in Dubai
- An engaged community
- Strong demand for sessions
- A lifestyle-led content ecosystem built for continued growth
