Now, more than ever, it is time to look towards the future.
There is no doubt that for almost two years life has been tough for everyone, not just in the Middle East, but also around the world.
However, there is light at the end of the tunnel as we start to emerge from the Covid-19 pandemic and there is an ambition to return to some form of normalcy.
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But even beyond that, there is an appetite and thirst to take the next step in innovation and push the boundaries of what has come before.
There is no doubt that in recent years the Middle East has started to become a hub of exciting business and commercial opportunities.
Dubai has emerged as the epicentre for trade and commerce and there are signs that it is going to become even stronger in the coming years.
For example, the delayed Expo 202O Dubai, which kicks off in October, exemplifies the step forward that the Middle East is taking.
It is a sign that businesses want to take that exciting journey towards new beginnings and innovation.
So when it comes to their advertising and how they portray themselves to the rest of the world, this is something they demand from their production houses.
Advertising in the Middle East is moving away from the more traditional marketing style, and looking to provide a more immersive experience for its consumers.
Social media has exaggerated that market and the roles of Instagram and Twitter in reaching consumers have never been greater.
That’s why, when clients approach Electriclimefilms, they are not only looking for traditional advertising films, but also at how social media trailers can be used to help target their audience.
Technological advances have also opened doors to the possibility of remote filmmaking.
For example, our teams in Singapore and Sydney linked up for a project filmed in both Asia and Australia.
Our Singapore-based director Pabz Alexander was able to use live streaming to remotely direct when the action took place down under.
The end result was a project that showed the capabilities Electriclimefilms could provide, without reneging on the quality expected from clients.
“During shoots, it’s imperative that the director is present with the crew and talents when we require dialogue or emotional responses that will ensure the film’s vision is brought to life,” says Electriclimefilms director André Rodrigues.
“However, with today’s advanced technology, we’re able to overcome limitations and achieve that even when the director isn’t physically there.
“That, I’ve found, has further built rapport between our teams and advertising partners, as clear and collaborative communication is more vital than ever.”
Something that seemed impossible just a few years ago has materialised to provide even more flexibility to clients to create their vision.
Another exciting area where the Middle East is continuing to grow is in its diversity.
For example, Dubai Tourism’s recent campaign to drive its recovery post-pandemic has highlighted the area’s multicultural society and inclusiveness.
Another sign of the change is new Dubai-based agency Freedm, which was highlighted in Campaign Middle East in September.
The article said: “Freedm is designed to offer clients the chance to give back as much as they get, by working with diverse talent regardless of creed, ethnicity, social and political environment, location or age.”
Mimi Nicklin, the creative CEO and founder of Freedm, said: “People buy from companies that stand up for humanity, so why wouldn’t clients want to buy from agencies that do this too?
“Today, where we spend our money, reflects our own ideals and choices. For us it’s about far more than delivering exceptional work, but also knowing wholeheartedly this is a conscientious business in action. Freedm is a business that monetises doing good rather than continuing to systemise the longstanding status quo in our industry.”
There is no doubt that the industry in the Middle East is moving forward with diversity and inclusion, and advertising is taking that big step with it.
That remains a vital part of the Electriclimefilms culture in Dubai, through our director Damiano Fieramosca and other creatives we work with.
So, while the last two years have been bleak for many, what has never changed is the clients’ desire and need for a top-quality production.
It’s what they demand of us at Electriclimefilms and something we demand of ourselves with every project that we take on.
