Mubadala, a leading MENA sovereign wealth fund, sought to reposition and reinvigorate their long-standing partnership with elite & grassroots tennis through a dynamic integrated film campaign.
Our Role
- Brand
- Moving Image
- Campaign
Challenge
Mubadala are an ambitious organization, one continually expanding its global footprint and enhancing brand visibility on a worldwide scale. The challenge was to harness the shared qualities between the sport of tennis and Mubadala’s investment expertise in order to provide them with a unique platform celebrating what makes them such a dynamic, strong fund.
Response
We developed a unique campaign creative that could be expressed in many different formats and executions, along with a bespoke script and storyboard that fuelled our TV commercial. Our in-house design and production teams worked closely with an award-winning film director as we shot on location across Dubai. Our in-house post production team then blended cinematic film content along with unique GFX and sound design to create seamless film assets of the highest quality.
Results
The impact of “Serving Up Global Returns” was huge, and continues to be so. The suite of film assets was broadcast live at a set of global tennis tournaments throughout 2024 (Abu Dhabi, Rio, Washington DC & New York), and online the numbers speak for themselves. The film (in its English & Arabic formats) has had over 1.29 Million views to date. As a brand visibility tool, the film suite has outperformed expectations
