JoyFilms
Joy Films
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Expo 2020 – Be There

The World’s Greatest Show. Be there for what’s next in art, music, food and tech.

The all new Silverado Trail Boss and RST

We were required to shoot tight beauty shots of the truck that tease the audience with its gorgeous new design. Further, we capture the truck in its natural habitat i.e. The RST on the road and the Trail Boss in the desert. The idea is to display what these vehicles are actually made for and reflect a sense of raw power & adrenaline.

Expo 2020 – Welcome The Future

We Humans, look at all we’ve done. Now imagine, we’ve only just begun. This is not a TV Commercial and Dubai EXPO isn’t just another EXPO. It’s an invitation to change the world for good. It’s a mindset we know as Dubai. Young at heart. Wise and smart. Resilient, curious, adaptable, ambitious. It really is a joy to be part of something so inspiring and meaningful. Are we done yet? Oh no, we’re not done.
I am BMW

I Am BMW

Team Joy were hand picked to produce BMW Middle East's first video in the region. With the help of Nigel Simpkiss, distinguished Top Gear director, we crafted a beautiful film that exceeded online video standards. #AnaBMW, the unique concept developed by Impact Plus, is the expression of the values that the region’s people share with the automotive brand and a rallying call for their audience to define what BMW represents about them.

Karmi

A TVC for flavored malt drinks that represents the feeling and textural impact of Karmi on consumers. The film was shot in Warsaw with amazing production back up. With the help of a very strong art department, we managed to make small sets look massive and impressive. We flew in a liquid and beer specialist from London who was great in making small rigs to create the intended patterns.

Galaxy

This TV promotion is a competition set up between three celebrities; Danielle Rahme, Lady Fozaza and Nelly.
1JBR/Dubai Properties

Not Everyone’s Cup of Tea

Dubai Properties takes a spin on typical real estate advertising messaging where there is something for everyone -  1/JBR bravely states  - "it's not for everyone." Brilliant cast from London with impeccable timing, pulls off a great performance.
Lux Soap Dress film production

LUX

Distinguished fashion designer Abed Mahfouz was commissioned by Lux to create a fashion statement to capture the essence of Lux fragrance - resulting in the world’s first dress made from soap expressed in the most alluring way possible. Given the intricate nature of the dress and the materials used, we only had one chance to get the perfect shot of the model in and out of the water. Shot in Beirut over two days for Wondermann Dubai with the support of a wonderful Lebanese crew who made it all possible.
City walk

CityWalk – The Urban Living Destination

CityWalk is a great tribute to the rising urban culture in Dubai. Celebrating the street life in style, living for the moment with nothing to prove. A perfect fusion of fashion, architecture, cuisine and ambiance which remind us of memorable travels far from the maddening crowds.
LEO FILM TRAILER

Leo – Feature Film Trailer

Leo (Davis Sweatt), a troubled young boy who's been alienated by his mother, begins writing to Stephen (Joseph Fiennes), a prisoner serving a 15-year sentence. An incredible bond is formed between man and boy as the ex-convict is forced to face his past mistakes and make the choices that will save his new companion and himself. Alternating between Leo's childhood thirty years ago and Stephen's life today, the film's tension builds until the secret of their mystical connection breaks out. Lushly photographed and rich with nuanced performances from an A list cast, including Joseph Fiennes (Shakespeare in Love), Elisabeth Shue (Leaving Las Vegas), Dennis Hopper (Apocalypse Now), Sam Shepard (Black Hawk Down) and directed by Mehdi Norowzian.

Toyota Blind

The concept developed by Proximity Dubai creative team was to build the story around three very different characters with a passion for cars and engineering.
Etisalat - The No Drama Network

Etisalat – The No Drama Network

A campaign of TVCs promoting the need for faster services Hollywoodized, replicating epic dramas. Etisalat is the UAE's leading telecommunications operator and one of the largest corporations in the GCC. As well as establishing several "firsts" over almost four decades of operations, Etisalat has deployed many innovative mobile and fixed technologies that have helped the UAE maintain its position as a leading global ICT economy.
Doha 2020

Doha 2020

Doha's bid for Olympic Games 2020 inspiring ambitions and aspirations in a poetic spot directed by Mehdi Norowzian, founder of Joy Films.

Sama Dubai – Snow-HD

A spectacular and innovative spot by the CGI expert, Henri Barges for Sama Dubai showing the entire Emirati city engulfed in snow and its historic monuments encased in a bubble.

Lamborghini Huracán

Huracan hits Dubai. The iconic Italian super sports car came to Dubai with high security and secrecy. A challenging shoot in the Dubai summer but we made it pour with rain.
VASELINE - Bloom

VASELINE – Bloom

This film was a hard challenge, we needed around thirty dancers to perform a simple synchronized choreography. The most challenging aspect was the shower raining on the dancers over three days. The film was put together by Mill Post House in NY and took about two months to finish.

Nespresso

Celebrating the spirit and culture of Ramadan with recipes to enjoy “together”.

Deichmann Button

Ladies love metal studs, it can be applied to dresses, hats and even better - shoes. This was a pure style shoot depicting an imaginative world of floating studs that we can walk through and get to our product. The path had to be built for real which was a very hard engineering challenge given there was no support. This was part of series of TVCs from the giant German shoe manufacturer, each depicting a specific feature.

Emirates Hello Cirrus

The little CIRRUS Training Aircraft meets big brother A380.

Camaro 0-100-0

In this Chevrolet digital video, shot by Top Gear director Nigel Simpkiss, stunt driver Martin Ivanov takes the new Camaro SS literally to the point of no return.
Sprite Russia

Sprite – Thirst Monster

Shot in Cape Town for FCB South Africa, this dramatic yet amusing film cleverly positions Sprite as a peace-maker that even Aliens can't refuse.
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