Local co-production ad deemed success

An advert for Saatchi & Saatchi, executed jointly by two Dubai based production companies, has been hailed as a success by all the parties involved.

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By  Peter Conmy Published  August 5, 2000

An advert for Saatchi & Saatchi, executed jointly by two Dubai based production companies, has been hailed as a success by all the parties involved.

The commercial, promoting the Dubai Summer Surprises (DSS), features live video work by Filmworks and animated content created by Haroun Multi Media and signals the first collaboration of its kind between local producers.

Experts in their own fields, the two companies came together to create an advert that utilises the latest technology and high quality personnel to achieve an international standard production that pleased both advertising agency, Saatchi & Saatchi, and client, DSS.

"We worked closely with Saatchi & Saatchi to come up with an idea," said Amina Al Shirawi of DSS. "We both wanted something different, unusual and unexpected. We also wanted something that was acceptable to all religions, cultures and gender groups, kids and adults alike. I very much liked the final result, it is fun and very different."

Local Talent

Asked why two local companies were chosen for the projects, Shirawi said, "There is a lot of talent in Dubai and we think that it deserve a chance."

Tim Smyth, managing director of Filmworks, was equally pleased that the production stayed in Dubai; "The biggest thing for me was that we did the work here in Dubai. We delivered work to an international standard which is what we always try to do.”

By using a Dubai based partner Filmworks was able to achieve all of its goals.

"Working with a local company, HMM, gave us a huge advantages because if we had worked in conjunction with an international company we would never have made our deadline. In fact I am trying to do more and more work here in Dubai, especially within my own company,” said Smyth.

He was also more than complimentary towards the advertising agency, "Most of the credit should go to Saatchi & Saatchi because they came up with the ideas, the input and the story boards. It was they who wanted the mixture of animation and live action."


Wassim Haroun, managing director of Haroun Multi-Media was equally gracious, "We are very grateful to Saatchi & Saatchi for believing in us and bringing the project to us. Their creative team did an excellent job at creating the character and the concept. Their trust in local companies should prove creatively rewarding for the future of both the advertising and TV production industries."

Meanwhile, Haroun also acknowledged the advantages of keeping the production local. "As a whole I thought the whole process worked for everyone so well because all the production companies were local," said Haroun. "That allowed for very frequent interaction of ideas and their refinement which leads to a better final product."

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