Head of Creative
Head of Creative
Traditional Ramadan content in the UAE is often very safe, predictable, and primarily targets UAE nationals, overlooking the diverse multinational community. With FAB, we aimed to subtly disrupt this norm and resonate with a broader audience, reflecting the UAE's multicultural landscape. This film includes scenes rarely seen in Ramadan content, especially from a semi-governmental bank like FAB, allowing us to break through the typical clutter and connect with a wider range of viewers.