To produce a series of 6 films for Dubai Tourism and Yahoo, which would sit on a variety of social media channels including Tumblr and Facebook. The films needed to be celebrity-led with editorial appeal and tie into a wider campaign with Yahoo.
Dubai Tourism wanted to highlight the food scene in conjunction with the Dubai Food Festival, and showcase the diversity of restaurants, chefs and food available in the region.
We worked with the client to identify one theme for each of the 6 films and then potential filming locations. The next step was to agree talent. We wanted somebody who had food and presenter credentials, but was not a ‘TV chef’ and who would also work within budget. Social media presence was an important metric and we secured the winner of Celebrity Masterchef, Kimberly Wyatt, probably best known as one of the Pussycat Dolls, and now a celebrity mum and presenter.
Dubai Tourism & Commerce Marketing & Yahoo
Social / Branded
Our production network in Dubai is extensive and this allows us to get productions in place quickly and efficiently, getting the right crew, kit and permits that filming in the region requires. Our local fixer Gregory Sweeney managed this process for us ahead of the recce.
We wanted all the films to have a consistent look, with lots of colour, depth and natural camera movement and brought in one of our regular Director’s of Photography, David McDowall to achieve this. All the films were storyboarded and scripted ahead of the shoot, so the whole team knew what we needed to do each day and Kimberly had time to get a feel for the content. We also had a second unit led by Rob Babekuhl shooting GV’s and locations that would be used as cutaways
Filming took place over 5 days in December, with the first unit shooting two locations per day and the second unit moving around Dubai picking up GV’s and B Roll as required. The media was brought back to London and all 6 films were edited and approved in around three weeks.
The finals were delivered to the client with cutdowns for Instagram and stills for use on Tumblr. The main edits were distributed on Dubai Tourism’s social channels and a dedicated section on Yahoo. All the films were subsequently licensed for Emirates Airlines worldwide use as part of their in-flight entertainment offering. We are currently working with Dubai Tourism on further content.