Client: The Human Resources Authority (HRA) of Abu Dhabi manages the Mawaheb Talent Hub, a facility dedicated to advancing and equipping Emirati citizens with essential skills for the job market. This initiative is part of Abu Dhabi’s strategic goal to enhance human capital and support economic development.

Brief: The HRA provided the creative direction, script, and storyboard. The video was designed to visually represent the metaphorical journey of an Emirati woman artist, symbolizing the diverse opportunities and support available at Mawaheb for achieving professional dreams.

Challenges: Conducting multiple location recces and talent scouting to find a suitable young Emirati female actress, which was particularly challenging due to cultural and talent availability constraints. Ensuring that wardrobe and on-screen representation respected Emirati cultural norms. Managing the portrayal of artistic processes in a realistic yet inspirational manner, especially since the actress was not an artist by profession.

Solutions: Successfully scouted and secured an actress who fit the precise criteria needed for the role. Utilized three pre-prepared canvases with digitally emulated poster colour drawings, which allowed for seamless filming and visual continuity during the painting scenes. Strategically used location and wardrobe to align with cultural expectations and the video’s narrative needs.

Direction: The video narrative unfolds with the protagonist at home, contemplating her creative process, then moving to an iconic bridge in Abu Dhabi to paint. This journey mirrors the opportunities at Mawaheb, emphasizing the theme of multiple choices and paths to success through the metaphor of selecting different paintbrushes after dropping one. The film concludes by reinforcing the message of Mawaheb as a hub of diverse opportunities and professional growth.