An unforgettable score by Hans Zimmer has breathed life into VOX Cinemas‘ newly released brand video Fall in Love with Film – a moving cinematic story, which is the brand’s tribute to its customers and to cinema.
Highlighting the spectrum of emotions involved in going to the movies, and the meaningful role that VOX and cinema plays in people’s lives across the region, the brand video showcases several personal milestones and celebrations, including family outings, friendships and nostalgic returns narrated through the story of a young boy’s journey through life.
Ignace Lahoud, CEO of Majid Al Futtaim – Entertainment, said “The true heart of our story is our customers. For years, they’ve trusted VOX as the place where memories are made – where laughter, love and even quiet reflection come to life. This brand video is a tribute to that relationship. We set out to create something that reflects this emotional connection – and through the story, the visuals, and Hans Zimmer’s unforgettable score, we believe we’ve done just that.”
Hans Zimmer: The score tells “a story that’s emotional, timeless and true to the region”
The film is being screened in cinemas across the region, accompanied by presence on digital platforms such as META, Snapchat, TikTok, Anghami and various streaming services.
Additionally, the original score – composed exclusively for the campaign – is being played in cinema lobbies and foyers, as well as through the VOX Cinemas customer service call centre, creating a multi-sensory brand experience at every touchpoint.
The selected channels for distribution — cinema, digital and streaming — were chosen because the brand considered them ideal for delivering high-impact audio-visual content.
“We wanted a sound that was cinematic at its core, but unmistakably VOX,” said Hans Zimmer. “Arabic instruments, Hollywood orchestration, and those unforgettable 90s sounds come together to tell a story that’s emotional, timeless, and true to the region.
Zimmer added, “VOX has truly pioneered the cinema experience in the Middle East — a region that is very close to my heart — and I wanted to reflect the role they’ve played in shaping people’s most cherished memories.”
Zimmer’s original score blends cinematic strings, electric and bass guitars, drums, iconic 90s synths, and a unique fusion of Hollywood-style orchestration with Arabic instruments. The result is a powerful and deeply resonant soundscape that heightens every emotion in the film—from awe and anticipation to nostalgia and love.
Planning, execution, rollout and measurement of the campaign
The brand film and the larger campaign was executed by Create Production, which led the filming and production of the brand film, while the Hans Zimmer team composed the bespoke score, adding emotional depth and cinematic gravitas.
Spark Foundry handled media planning and buying. Each of the partners worked closely with the VOX Cinemas marketing team, under the leadership of Ashleigh Potts, VP of Sales and Marketing at Majid Al Futtaim Entertainment, to bring the campaign vision to life.
The brand film will be rolled out across eight markets in the region, including the UAE, Saudi Arabia, Kuwait, Bahrain, Egypt, Oman, Qatar, and Lebanon.
To ensure local resonance, the campaign has been adapted into multiple language versions, including English, Gulf Arabic, Egyptian Arabic, and Saudi dialect.
The core concept of the brand film is designed to run over a 12-month period, with tailored iterations planned throughout the year to align with key cultural moments, celebrations, and seasonal campaigns. This ensures sustained relevance and audience engagement across markets.
The campaign’s success will be measured through a combination of qualitative and quantitative metrics.
Key performance indicators include:
- Brand uplift and recall
- Growth in market share
- Digital and earned media impressions, with a target of exceeding 150 million across all channels
- Engagement rates across social and digital platforms
These metrics are monitored in real-time to optimise performance and maximise impact throughout the campaign lifecycle.
All in all, Fall in Love with Film aims to be more than a campaign; it intends to be celebration of the role VOX Cinemas continues to play in people’s lives. As the brand looks to the future, it stated that it remains committed to pushing boundaries, leading innovation, and creating unforgettable moments for generations to come.
CREDITS:
Client: VOX Cinemas / Majid Al Futtaim Entertainment
Ashleigh Potts, VP of Sales and Marketing
Filming and production: Create Production
Original score: Hans Zimmer
Media planning and buying: Spark Foundry
