What happens when the precision of investment meets the power of sport – delivered through the lens of a global film campaign?
Our Role
- Brand
- Moving Image
- Campaign
Game plan
As one of the leading sovereign wealth funds in MENA, Mubadala is constantly looking to expand its global footprint and strengthen its reputation. The challenge was to use their tennis partnership – a sport defined by precision, discipline and endurance – as a powerful parallel to their investment expertise. The brief was to build a campaign that didn’t just put Mubadala in the spotlight, but created a platform that showed the world exactly what makes them such a dynamic and trusted fund.
Playing the right shot
We developed a campaign creative with the flexibility to work across formats, territories and audiences. From bespoke scripts and storyboards to a cinematic TV commercial, we designed assets that could raise Mubadala’s brand on a global stage. Working with an award-winning film director on location in Dubai, our in-house teams blended striking visuals with crafted GFX and sound design – producing a suite of seamless, high-quality films ready for international broadcast.
Game, set and match
‘Serving Up Global Returns’ made an impact far beyond the court. The campaign ran across major tournaments in Abu Dhabi, Rio, Washington DC and New York in 2024, reaching millions of fans both live and online. With more than 1.29 million views to date in English and Arabic, the films significantly increased Mubadala’s visibility – strengthening brand awareness in key markets and reinforcing its reputation as an ambitious, globally minded investor. More than a visibility tool, the campaign became a statement of intent: Mubadala is here to grow, compete and lead on the world stage.
