ADNOC - The Next 50

Once again the Joy team demonstrated its agility and readiness to turn the impossible into a reality. Just as UAE has done and continues to do.

Acting as a creative agency and the production house, we pitched on against many for the brief focused on the next 50 years and the next generation rather than the past.

We also decided to focus on the people representing the diversity and attitude of the UAE rather than iconic landmarks which the world knows so well.

The poetic Arabic lyrics performed brilliantly by the rising Emirati star ... set the tone and pace for the film with the hint of the anthem blended into the composition throughout.