ICON has led the creative development and production for the official launch campaign of the new Visit Sharjah brand under the Sharjah Commerce & Tourism Development Authority (SCTDA), unveiling a cinematic visual identity across TV, digital and out-of-home platforms.
The campaign aims to spotlight the emirate’s breadth of tourism offerings through a central film and an expansive suite of location-based content. Built around six thematic pillars – Nature & Wildlife, Adventure, Leisure & Entertainment, Arts & Culture, Food and Heritage – the integrated campaign was designed to resonate with audiences across regional and international markets.
At the heart of the campaign is a high-impact brand film that blends emotive storytelling with sweeping cinematography. Shot across 25 locations, from Sharjah city and its central regions to the East Coast, the film captures the textures of daily life, scenic nature reserves, heritage sites and architectural landmarks. The visual tone leans on natural lighting, slow camera movements and human-centred vignettes, aiming to evoke a deep emotional connection rather than showcase the destination in a purely promotional light.
The main video was delivered in multiple durations –120s, 60s, 30s, 15s, 10s and 6s – tailored for use across cinema, TV and digital channels. Short-form location-specific videos were also developed, incorporating drone footage, 360° angles, time-lapse and talent interactions to build a flexible library of visual assets.
In addition to video, ICON produced over 125 high-resolution photographs formatted for both digital and outdoor use, alongside 12 key visuals localised for target markets. The agency also delivered a comprehensive suite of social, display and animated formats, ensuring consistent campaign deployment across platforms.
The production was supported by end-to-end project management, including permit acquisition, drone approvals and rights management. All deliverables were handed over in open formats, with global, perpetual usage rights granted to SCTDA.
Firas Tirhi, Founder and Managing Director at ICON MarCom Group, noted: “This project wasn’t just about visuals – it was about capturing the essence of a place that speaks to the soul. We’re proud to have brought our vision to life and honoured to be part of telling Sharjah’s story to the world.”
Awad Basha, Business Development Director, added: “This campaign represented a journey characterised by passion and precision. As someone deeply connected to Sharjah, this was more than a brief – it was a personal mission to reflect the spirit of a place I know intimately.”
