Working closely with Sally and Omar Tartoob, we curated the locations and cast to put together a 50 second ode to modern urban culture. The energy on set was unparalleled. Maneuvering sets within the Al Khaldiya neighborhood in Abu Dhabi, and our cast being their true selves, with most of their looks inspired and drawn directly from their wardrobes by Monaliza Wehbe, we were able to capture the attention of the people of the neighborhood, resulting in many of the final scenes and key visuals including cast that had joined us on the day. The night capped off with our final scene, Freek’s performance on the neighborhood basketball scene, which took on a life of its own. By sunset, there was a mass crowd of people who had surrounded the caged basketball court, excited to see what was happening in the heart of their neighborhood.

The cast we got to work with were perfect for the project. They all actually live, breathe and truly represent all the pillars of our campaign. Art, sports, music, food, fashion, culture – Abu Dhabi urban life – in their everyday lives. Zayed Al Haddar, Abdulla Al Mheiri, Rahma Ahmed, Nader Al Mahri, Freek, Fathima Al Rumaithi, Leila Saad, Kai Fox and Shayna J came on set with such a motivating and energetic chemistry that had everyone firing on all cylinders. Their individual confidence coupled with ability to gel on and off camera truly elevated the final film.

Supported by the presence of Waleed and his dance crew, the Urban Roots Society, as well as massive group of “extras” composed of their friends who were on set from the crack of dawn to support the their friends, the project, and the culture they represent. They slipped right into their roles so naturally, some featured heavily in the final campaign materials.

While Sally is a close friend and someone who I have worked a lot, it was a first for me to work with a few of the key crew members on this shoot, all of who are not only talented creatives, but also some of the most dedicated to their crafts I have ever met.