Experience Abu Dhabi

The first commercial to be captured on 65mm film, Experience Abu Dhabi has launched a global campaign titled ‘Find Your Pace’. We began working on this project with a clear idea of infusing contemporary aesthetics with authentic elements specific to Abu Dhabi and the awe-inspiring locations where the project was filmed.

Agency: Prophet UK
Production: Dejavu Dubai
Director: Jovan Todorovic

With a reveal in Times Square and multiple capitals across the globe, “Experience Abu Dhabi” has launched a new global campaign titled ‘Find Your Pace’.

Behind the scene

The video follows four characters as they explore Abu Dhabi through an inspiring, never-before-seen perspective. The director and creative team sought authenticity in every step of the process, drawing inspiration from films like ‘Baraka.’ The team opted for 65mm film, which offers remarkable clarity, even managing to get hold of the same camera body that was used in the cinematic masterpiece ‘Samsara.’ The result is the first advertising campaign ever filmed in this technique, giving the project a specific weight and seriousness.

“In an era dominated by computer-generated imagery, our goal was to craft a film that celebrates authenticity. Abu Dhabi’s sites offer a blend of incredible beauty and otherworldly charm, compelling us to veer away from synthetic visuals and, instead, deliver a portrayal that authentically reflects the awe-inspiring reality of these locales.”

Jovan Todorovic

OUR PROCESS

We faced the challenge of striking a balance between tradition and modernity – a feat we happily embraced. Our aim was clear: infuse contemporary aesthetics with authentic elements specific to Abu Dhabi, and while it may sound like you’ve heard this one before – finding the right balance and taste in merging contemporary and traditional always proves fascinating.