Find Your Travel Pace in Cinematic Abu Dhabi Tourism Film

With a reveal in Times Square and multiple capitals across the globe, Experience Abu Dhabi has launched a new global campaign titled ‘Find Your Pace,’ with the aim of inspiring curiosity ‘for every type of traveller.’ 

The campaign video follows four characters as they explore Abu Dhabi for the first time, taking journeys that inspire, excite, and restore. Dance serves as a universal medium of expression, and the concept centred on utilising dance to depict the internal journey and experiences of Abu Dhabi, as conveyed through emotionally rich and expressive choreography. Choreographer Amy Gardner collaborated with an exceptional ensemble of dancers from around the world to craft a dance that fluidly navigates through spaces, beautifully echoing its surroundings and the diverse landscapes it passes through. 

Director Jovan Todorovic shares a unique vision behind this project: "In an era dominated by computer-generated imagery, our goal was to craft a film that celebrates authenticity. Abu Dhabi's sites offer a blend of incredible beauty and otherworldly charm, compelling us to veer away from synthetic visuals and, instead, deliver a portrayal that authentically reflects the awe-inspiring reality of these locales. 

This is the first advertising campaign ever filmed on 65mm film. Drawing inspiration from cinematic masterpieces like Baraka and Samsara, the choice to film on 65mm film was deliberate. As luck would have it, the team used the same camera body that was used on the legendary documentary film 'Samsara.' The remarkable clarity and minimal grain, combined with the exceptional detail, colour depth, and dynamic range of our images, ensured that cinematographer Oliver Millar captured the essence of the sites to the fullest extent: “Aware that we were granted rare access to film in several locations that are national treasures, we felt a profound duty to document these sites in their entirety, showcasing their magnificence with the utmost fidelity. 

However, filming in Abu Dhabi presented its own set of challenges, particularly due to the extreme temperatures exceeding 120 degrees Fahrenheit in August and the need for innovative camera techniques that align with contemporary visual storytelling. Production House Deja Vu in Dubai encountered a wide array of logistical, organisational, and environmental challenges in realising this production. The monumental task of gathering the required equipment from various corners of the world was merely the beginning of equipping the team to tackle and effectively capture the essence of locations that were difficult to access and in extreme weather conditions. 

'Find Your Pace' is more than a campaign; it's an invitation to discover the beauty, culture, and spirit of Abu Dhabi through a lens that honours its reality and magnificence.