1. Visual Storytelling: Japanese Food & Cocktail Content That Stops the Scroll

APE’s menu was a visual playground — vibrant nigiri, delicately torched sashimi, and cocktails with flair. Sammas leaned into this aesthetic, producing scroll-stopping visuals that included:

• Macro food photography: Showcasing every detail — the marbling of the wagyu, the shimmer of caviar, the steam rising from freshly plated dishes.

• High-tempo Reels & TikToks: Quick cuts, close-ups, dramatic plating, and slow-motion pours. Every frame was cinematic, mouthwatering, and sharable.

• Bartender showcases: Spotlighting APE’s signature drinks with smoke, fire, and intricate garnishes, turning cocktails into performance art.

• Chef-led content: Behind-the-scenes moments of chefs slicing, grilling, and plating — adding authenticity and craftsmanship to the luxury narrative.

2. The Brand Launch: From Zero to Viral in 30 Days

Sammas engineered a multi-platform launch strategy designed to generate buzz, accelerate discovery, and turn first-time scrollers into loyal fans.

Key tactics included:

• Launch teasers: A curated build-up with mood-driven visuals, mysterious lighting, and sneak peeks of the interiors to generate curiosity before the doors even opened.

• Launch day blitz: Coordinated content drops across Instagram, TikTok, and influencer feeds. Every asset was optimized for reach — punchy hooks, trending sounds, and high-energy visuals.

• Influencer experiences: Sammas invited Dubai’s food and lifestyle creators to exclusive previews, resulting in authentic, high-impact UGC that extended the brand’s reach overnight.

3. Visual Identity & Content Design

Sammas crafted a bold, edgy digital aesthetic that echoed APE’s sultry, urban interior design — moody lighting, deep contrast, luxury tones.

• Instagram Grid Strategy: Designed for visual harmony, with alternating food, vibe, and cocktail shots to give followers a taste of the full experience.

• Captions & Copywriting: Short, sharp, and designed to convert curiosity into bookings — “Book the table. Bring the energy.”

• Story Highlights: Branded covers, custom animations, and thematic breakdowns of the menu, vibe, and events.

4. The Results: A Viral Brand is Born

In just weeks after launching, Sammas helped APE explode onto Dubai’s digital dining map:

• 5+ million views & impressions across Instagram and TikTok

• 100,000+ likes on launch content and key video assets

• Tens of thousands of profile visits and a surge in organic follows

• Consistently viral content, with Reels and influencer collabs driving thousands of shares and saves

• Immediate recognition as one of the hottest new openings in Dubai