Joy Films Archives - Campaign Middle East

Change the script: A call for a courageous future in the region

Campaign Editorial — Fri, 04 Oct 2024 11:29:04 +0000

The Middle East and North Africa region is made up of such diverse peoples and cultures that can’t be painted with one brush. To think of it as a singular region would be to dilute its rich complexity to its lowest common denominator. This diversity is a strength, but it also results in social attitudes, […]

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Building a city within a city

Ishwari Khatu — Thu, 05 Oct 2023 09:00:51 +0000

I’ve had the privilege of witnessing UAE’s rise since 1993 and that has shaped my perception and perspective on change and the possible. The speed and impact of that epic rise, inspired and influenced many. Individuals, companies, industries and even countries. The UAE became the proof of concept for any grand ambition labelled impossible by […]

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Production Industry Snapshot: Ali Azarmi, Joy Films

Ishwari Khatu — Mon, 24 Oct 2022 09:00:38 +0000

How has the production industry changed since the start of the pandemic? The Pandemic’s side effects of increased time spent at home meant a much larger captive audience for advertisers, content creators and broadcasters to entertain. There was an explosion of series and films and new ways of producing them. Virtual productions, more CGI and […]

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Joy Films joins the making of a new world for Expo2020

Sofia Serrano — Wed, 30 Mar 2022 10:02:10 +0000

From the creative minds of the multi-awarded director Malcolm Green in partnership with Memac Ogilvy and JoyFilms, the launch of a series of videos came to life to celebrate intelligence, innovation, and experience that invites people to join the making of a new world. Expo2020 six-episode campaign hosted by Celebrity Dj Bliss and a multi-talented […]

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Joy Films produces ‘Made To Change’ for Neom

Sofia Serrano — Tue, 09 Nov 2021 06:26:36 +0000

McCann London and Joy Films create the latest campaign for NEOM, the place that’s made to change is here. The creative idea from McCann London positions NEOM as a change-maker that will inspire the world as it reimagines a healthier, more responsible, efficient, sustainable and balanced way of life, starting from a blank canvas. The […]

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Industry Snapshot: Ali Azarmi, Joy Films

Sofia Serrano — Tue, 05 Oct 2021 12:00:52 +0000

How is the production business changing as it recovers from the pandemic? In our individual experience, the pandemic only affected our business in 2020 during the UAE summer lockdown, but we ended the year on a very high note with the first big production post-lockdown signalling business as usual to the industry. The business continues […]

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JoyFilms Dubai creates documentary for Mubadala

Sofia Serrano — Wed, 28 Jul 2021 08:01:09 +0000

Trailer – Investing in Innovation: The Future is Here | Innovation Driving Transformation | Mubadala To showcase Abu Dhabi and the UAE’s knowledge and innovation ecosystem, Mubadala Investment Company has released a new documentary film “Investing in Innovation: The Future is Here”. The film highlights how multiple organizations and initiatives have propelled the world’s innovation ecosystem forward […]

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Production industry snapshot – Ali Azarmi, Managing partner, Joy Films

Nadeem Quraishi — Wed, 12 Sep 2018 07:56:07 +0000

How is the regional production market changing? The regional production market has been through a phenomenal transformation in terms of growth and quality. Especially considering the lack of support and resources. Creative standards of agencies and production companies from our region have been recognised internationally. But we have now reached a decisive junction to navigate. […]

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Qtel – Arab Games

Campaign Staff — Mon, 05 Dec 2011 04:53:29 +0000

Leo Burnett has created a 60-second TV commercial for Qtel as part of the company’s sponsorship of the 12th Arab Games, which take place in Doha between 9 and 23 December. Due to the latest events and developments in the Arab world, the TVC seeks to spread a message of unity, pride and belonging amongst […]

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Qtel rolls out major Arab Games campaign

Campaign Staff — Mon, 05 Dec 2011 04:40:06 +0000

Qtel has launched the most far-reaching sponsorship campaign ever produced for a major sporting event in Qatar. The campaign, which is a celebration of athletic performance and Arab pride, is being rolled out as part of Qtel’s diamond sponsorship of the 12th Arab Games, which kick off in Doha on 9 December. Created by Leo […]

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