Campaign Ideation & Strategy Creative Direction Digital Ad Creatives Ad Variants for Performance A/B Testing
Credits
Project Director & Producer: Karl Eldridge Assistant Producer: Emma Gatej Project Management: Miki Orozco, Emma Gatej Creative Direction: Karl Eldridge Art Direction: Nasr El Aissaoui Production Support: Shakeer K, Rahees P
Overview
Rixos Premium Qetaifan approached Descifer to help launch its signature dining concept: Diego Jun—a bold fusion steakhouse marrying Korean grilling with Mexican flavors. Set against the backdrop of Qetaifan Island North, Diego Jun blends two cultures through food, design, and experience. Our goal was to tease its arrival with visuals that matched its elevated yet edgy culinary identity.
The Challenge
As the anchor F&B destination of a luxury resort, Diego Jun needed to make a strong first impression—without revealing too much too soon. The brand wanted to intrigue and attract an audience of food lovers and premium diners while balancing cultural authenticity with modern appeal. Descifer was tasked with delivering a lean yet high-impact campaign, ready to test across digital channels for performance.
Our Approach
We developed a soft launch campaign that teased the experience without overexposing the concept. This included a mood-driven teaser film and a suite of editorial-style visuals designed for use across paid and organic channels. The visual tone embraced contrast—dark and moody lighting, sharp textures, and cultural patterns pulled from both Aztec and Korean art references, echoing the restaurant’s design language.| As a performance-driven agency, we produced multiple ad variants tailored to different audience segments, optimizing for engagement and curiosity. Messaging and visual hooks were adjusted across formats to enable effective A/B testing and learn what resonated best in-market.
Results
The campaign positioned Diego Jun as a standout newcomer on Qatar’s fine dining map. The teaser film and visuals generated strong pre-launch buzz, helping Rixos build anticipation and gauge audience interest before the full opening. Strategic A/B testing gave the brand valuable insights to refine future paid campaigns. From strategy to execution, Descifer delivered launch assets that matched Diego Jun’s ambition—refined, bold, and performance-ready.
Project Director & Producer: Karl Eldridge Assistant Producer: Emma Gatej Project Management: Miki Orozco, Emma Gatej Creative Direction: Karl Eldridge Art Direction: Nasr El Aissaoui Production Support: Shakeer K, Rahees P
Client Testimonial
I've entrusted Descifer with three distinct ventures of mine, and their precision and excellence have been consistent throughout. Eugene's commitment to grasping our business objectives and target audience truly distinguishes their approach. They've skillfully designed unique identities for each of my projects, delivering both print and digital experiences that authentically embody my vision.
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