Campaign Middle East

Hollywood director helms Etisalat films

Etisalat has rolled out a major campaign directed by Hollywood helmsman Harald Zwart.

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Etisalat has rolled out a major campaign directed by Hollywood helmsman Harald Zwart.

Created by the Caviar Group in Kuwait and produced by Dubai-based Joy Films, the campaign has already been a hit on YouTube, garnering millions of views.

The campaign, called ‘No more drama’, borrows from popular film genres to illustrate the importance of having a great network and the important role that communicat­ion plays in our lives.

“We knew from the very beginning that to make it feel like a film, and to fully suspend the viewer’s belief, we needed to get a feature film director,” said Haitham AlHajji, managing partner at Caviar Group. “Working with the amazing team at Joy films, and the absolutely fabulous executive producer Dania Quaglio, we collaborat­ed with the internatio­nal film director Harald Zwart. Harald has many Hollywood features under his belt, such as the new Karate Kid, and the new Pink Panther 2 as well as a slew of world class commercial­s. They also connected us with the Irish VFX house Windmill Lane, who were instrument­al in making this project come out the way it did.

“Working with Harald’s unparallel­ed creativity, and enthusiasm, was amazing. It’s one thing to dream up the creative, it’s another thing entirely to work with a group of world class talents and see it come to life. Joy Films and Dania pulled of the impossible every single day of this project. I did not hear the word ‘no’; not even once, and not even when my requests were beyond any reasonable demand. They made it happen, every step of the way.”

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