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Social - UAE

The UAE National Day often sees brands celebrate the occasion by looking at the past and the country's impressive rise to success in a very short while. In 2022, with FAB's new positioning as the enabler of a better future both for the people and the nation, we wanted to celebrate National Day by depicting the UAE as the true land of opportunities.


Our angle was to tell stories of real successful entrepreneurs who chose the UAE as the place to go after their dreams, believing it was possible. In doing so, we celebrated the UAE for the future it can offer its people (rather than keep looking to the past).


These films were directed by yours truly.

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