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FP7 McCann and McCann Health create film Stuck

A film from Dubai Science Park tackles a medical concern through a short film in cinemas.

Dubai Science Park has launched a campaign supporting a serious medical concern in the Middle East that is prevalent but is not spoken about enough: Paralysis. The campaign is initiated through a short film in cinemas across the UAE, along with on TV and Online.

The film, a centrepiece of the campaign, goes against the trend of short format and entertaining films by taking audiences through an uncomfortable experience when they are out in the world, relatively unrestricted, but are stuck on a seat in a cinema, relatively restricted.

Through the experience, people have expressed anxiety, restlessness, tension, claustrophobia and feeling constricted – even, frustration at what they see and hear on the screen – until the turn, when the reason behind the film and the topic that Dubai Science Park is creating awareness for, are revealed.

Beyond the film, the campaign is supported by integrated marketing and communications plan to give the topic of paralysis the visibility it deserves, including a social media influencer-driven activation (initiated by someone who is paralyzed), social content, workshops, B-to-B seminars, and health-tech innovations.

Dubai Science Park is a science and healthcare business community, home to more than 400 companies in fields such as biotechnology and healthcare among others, employing over 4,000 professionals.


Client: Dubai Science Park

Film Production Company: FEEL Productions

Production Consultant: Dejavu

Healthcare Agency: McCann Health Middle East

Creative Agency: FP7 McCann Dubai

Sound Design: MangoJam Studio

Marwan Abdulaziz Janahi – Managing Director, Dubai Science Park

Reem Shabaan – Executive Director, Tecom Business Districts

Saad Yusuf – Marketing Director, Tecom Business Districts

Amy Elaskary – Marketing Manager, Dubai Science Park

Tahaab Rais – Concept, Writer, Film Director

Aeyaz – DoP

Sandip Shivtarker – Executive Producer, FEEL Productions

Manasvi Gosalia – Executive Producer, Dejavu

Angee Ibrahim – Producer, FEEL Productions

Jayvee Banaag – Post Production Producer, FEEL Productions

Zera Azmi – Hair and Make-up Artist

Ebin – Editor, FEEL Productions

Swapnil Patole (ICG) – Chief Colourist, Famous Studios Ltd.

Karen Kamel – General Manager

Tahaab Rais – Regional Head of Strategy

Prajakta More – Associate Creative Director

Aditi Shah – Art Director

Richa Kavalekar – Principal Medical Writer

Wilbur D’costa – Executive Producer

Joe Najm – Sound Designer