Creative direction for ADREC’s Emirati Women’s Day social film, my first project on the account in August 2025. I developed the concept and script approach, shaped the art direction and directed a 57-second film celebrating Emirati women’s voices, ambition and leadership in real estate.
My first project for the ADREC account. A portrait of the women contributing to the future of the sector, created for Emirati Women’s Day.
Emirati Women’s Day · ADREC · August 2025
Create a social film for Emirati Women’s Day that celebrates women’s contribution to real estate and expresses ADREC’s commitment to inclusive leadership. The creative objective was to make the tribute feel personal and inspiring, with a message that could also speak to the next generation.
Let the women carry the story. The creative storyboard centres on personal voices, a Q&A structure and cinematic supporting footage: the start of a journey, challenges and growth, the meaning of leadership, and a message to younger Emirati women. The finished film intercuts multiple women with moments of collaboration, mentoring and everyday work, ending with a shared group portrait.
I developed the concept and script approach, shaped the art direction, presented the creative work to the client and directed the project. I supervised filming, editing and the team. This was my first ADREC project in August 2025, beginning my work on one of my main social-media accounts at Publicis Groupe / Saatchi & Saatchi MEA. I worked on the account from August 2025 to February 2026.
ADREC was one of my main social-media clients from August 2025 to February 2026. Emirati Women’s Day began the relationship; the additional films below show the wider body of account work.
Selected storyboard references developed in August 2025 to guide the film’s narrative, tone and visual direction.
Abu Dhabi and a moment of reflection establish place and tone.
A personal journey gives the audience an entry point.
Connect individual ambition with moments at ADREC.
Give the women space to express what leadership means.
A direct message of encouragement looks forward.
A final image brings the women together.
The storyboard develops four questions: how the journey began, the challenges and support along the way, what leadership means, and a message to younger Emirati women. The treatment uses suggested script lines to establish the intended narrative and emotional rhythm.
The original treatment proposes two featured leaders. The finished film expands into a collective portrait, alternating several women with workplace scenes and a group closing. The underlying arc remains: ambition, resilience, leadership and encouragement.
A 9:16 composition keeps faces central. The finished edit combines portraits, interviews and work scenes, with English subtitles embedded in the supplied film. Warm, restrained visual references in the storyboard guide an intimate and professional tone.
Selected frames showing the interplay of personal voice and everyday work.
Further social films across real-estate communication, international promotion and national occasions. Select a film to watch.