The film for digital media is directed by Simon Impey and produced by Footprint International.
Ahead of its opening in November 2014, Abu Dhabi’s Yas Mall has launched an online film featuring the Red Bull F1 car doing the rounds of its near-finished premises. The film garnered over 430,000 views as on 9 October on Yas Mall’s YouTube channel, on which it made its debut 25 September. The creative was developed collaboratively by production company Footprint International, the client and director Simon Impey.
The online film features a team in Infiniti Red Bull Racing crew uniform walking towards their team’s car at the Yas Marina Circuit, only to find it missing. The racing machine is seen zipping across Yas Island, respectfully stopping at a traffic signal and drawing admiring glances from different sets of people along the way. The car makes its way into the empty Yas Mall, as the camera captures different facets of the mall. The driver comes to a halt before a sign that announces, ‘Yas Mall. Opening November 2014’. The car returns to the circuit drawing the attention of the crew, enroute to the racer’s hotel, the Yas Viceroy.
“I knew we had Red Bull’s commitment from early on and although we needed to highlight the variety of leisure and entertainment locations available on YAS Island, the main focus had to be on the mall. I needed to show the public how far the mall had progressed in its construction internally and how close it was to completion,” explained Impey.
The intent was to show the architecture, how well the mall is naturally lit and the size and stature of the building.
“It was also important that the film did not take itself too seriously and needed to be lighthearted and entertaining, talk to everyone,” he surmised.
Client Yas Mall
General manager Steve Bunce
Marketing director Alice Michel
Written and developed by Julian Philips, Simon Impey
Director (film) Simon Impey
DOP Joseph Hindy
Music Hassan Ramli.
Editor Tony Ruthnam
Visual FX Guruprasad Korgaonkar
Production company Footprint International
Managing director Julian Philips
Produced by Julian Philips