ADNOC Upstream has launched its ‘Guardians of Energy‘ campaign, comprising a long-form documentary and a series of six social films and still photography.
It explores legacy, responsibility and the human beings behind the energy sector. In an era when AI can generate offshore platforms, dramatic skies, and hyper-real industrial landscapes in seconds, the real question isn’t whether reality can be simulated. It’s whether it should.
The film reframes energy as a responsibility carried by people – individuals working onshore and offshore today to protect what future generations will inherit. That is why the documentary approach was chosen. ADNOC Upstream chose presence over simulation, real environments over constructed ones, people over perfection.
ADNOC Upstream’s mandate was rooted in relevance and national resonance. With 2026 declared the Year of the Family in the UAE, ADNOC Upstream – which spans both offshore and onshore operations – sought to align its message with this powerful national theme.
The goal was to show Emiratis that ADNOC is more than an energy company; it is a family in its own right. A place where people are supported, valued and united by shared purpose.
Objectives and rollout of the ADNOC Upstream ‘Guardians of Energy’ campaign
The campaign highlighted the strong bonds between colleagues, the pride of contributing to the nation’s progress, and the sense of belonging that defines life within ADNOC.
At its heart, the objective of the campaign was to position ADNOC Upstream as not only a vital pillar of the country’s energy sector, but also as a nurturing, stable and inspiring environment a workplace where careers grow, families are supported, and legacy is built for generations to come.
The campaign was brought to life by Boomtown Productions, created and produced by Bruce MacDonald and is directed by Mariam Al Serkal.
Co-director Ted Beagles helped shape a visual language rooted in authenticity rather than spectacle.
and Producer Ade Mogaji oversaw the production aspect of the shoot. Executive Producer Shane Martin’s leadership positioned Boomtown at the forefront of cinematic production.
Behind the lens, Matthew Macdonald’s cinematography elevated real-world onshore and offshore locations capturing vast scale while staying intimately connected to the individuals within it.
In post-production, editors Suresh Nair and Rym Noujaim preserved emotional honesty, allowing real moments to breathe rather than manufacturing drama.
The campaign rollout was designed to maximise both internal impact and public reach. It is currently live on YouTube, supported by a dedicated media spend to ensure strong visibility and sustained engagement across targeted audiences.
This paid strategy is driving awareness beyond ADNOC’s immediate network, positioning the film prominently within the national conversation during the Year of the Family.
Internally, the documentary is featured on the ADNOC portal, giving direct access to more than 50,000 employees across offshore and onshore operations. This also ensured that the message resonates from within — reinforcing pride, belonging and a shared sense of purpose among the ADNOC family itself.
Further amplifying its reach, the documentary is scheduled for broadcast on Abu Dhabi TV, extending the narrative into households across the UAE.
This television release elevates the film from a corporate communication to a nationally visible story — one that reflects ADNOC’s role not only as an energy leader, but as a family that contributes to the fabric of the nation.
“For me, documentary filmmaking is about waiting for the unplanned moment,” says Bruce Macdonald. “It’s the pause before someone answers. The crack in the voice. The glance off-camera. The humanity that wasn’t rehearsed. AI can create flawless images but it can’t capture fragility, doubt, pride, or quiet strength. Those imperfections are where the truth lives.”
Boomtown was also supported by an incredibly talented crew of UAE technicians who’s efforts were invaluable to the overall success of the film.
The core audience for the documentary and short snippets is Emirati nationals, particularly young professionals, graduates, experienced industry talent and their families.
In the Year of the Family, the campaign speaks not only to individuals considering a career with ADNOC Upstream, but also to the parents, spouses and communities who influence those decisions.
The message positions ADNOC as a stable, values-driven organisation where careers are built with pride, purpose and long-term security.
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The secondary audience comprises of current ADNOC employees (50,000+ workforce): An equally important audience is ADNOC’s existing offshore and onshore workforce. The campaign reinforces internal pride, belonging and unity, strengthening the perception of ADNOC as one family working toward a shared national mission. It serves as both affirmation and motivation.
The tertiary audience is the wider UAE community: The broader Emirati public forms the third layer of audience. Through YouTube and Abu Dhabi TV, the film positions ADNOC Upstream as a pillar of the nation not only powering progress, but nurturing people, supporting families and contributing to the UAE’s long-term prosperity.
Together, these audiences reflect a strategy that balances talent attraction, employee engagement and national brand reputation.
The documentary approach sent a clear message that AI can optimise workflows, but it cannot feel uncertainty; it cannot anticipate vulnerability; and it cannot recognise the beauty of human frailty.
In a time of artificial creation, authenticity is not just a choice it’s a responsibility.
Guardians of Energy stands as a reminder that human-centric documentary storytelling still carries unmatched power.
CREDITS:
Client: ADNOC Upstream
Agency: Boomtown Productions
- Executive Producer: Shane Martin
- Producer: Bruce MacDonald
- Producer: Ade Mogaji
- Directed by: Mariam Al Serkal.
- Co-director: Ted Beagles
- Cinematography: Matthew Macdonald
Post-production editors: Suresh Nair and Rym Noujaim
