Joy Films

What was Expo2020 all about?

Expo2020: Join the Making of a New World Trailer

When was the last time something blew your mind? Take a peak at Expo2020 Dubai From the creative minds of the dynamic and multi-awarded Director Malcolm Green and in partnership with Memac Oglivy & Joy Films, to a celebration of intelligence, innovation, and experiences inviting you to join the making of a new world!

NEOM – Made To Change

Big ambitions and ideas bring big changes. This idea from McCann Enterprise positions NEOM as a change-maker that will inspire the world and reimagines a healthier, more responsible, efficient, sustainable, and balanced way of life, by starting from a blank canvas.

First AbuDhabi Bank (FAB)

First AbuDhabi Bank, otherwise known as FAB because that’s what it is, FAB.

THE ALL NEW TUCSON 2021 – It can run but it can’t hide.

Mubadala – Investing In Innovation

Fatima Al Kaabi, the brilliant teenage Emirati Inventor, investigates how the next generations will be shaping our world and the future beyond.

PEPSI – DISCOVER NOW Featuring Hussein Al Jassmi

An imaginary musical journey of 4 friends through the diverse kingdom of Saudi Arabia where they experience and embrace living the moment through music, projecting the accelerated transformation of the nation. The campaign has multiple phases with activations and online content. The campaign features the legendary regional music star, Hussein Al Jassmi, in all its phases. Also featured are four female Saudi influencers, DJ Cosmicat, pianist Nadia Dandachi, Reem Alaboud the racing driver, the actress Mila Al Zahrani and the oud player Abdelrahman Badr. All mould-breaking young talent, representing the new vision of Saudi Arabia. Shot during COVID19 travel restrictions with its challenges turned into opportunities.

Engineered Genius. The New Luxury.

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.

Neom City

THE LINE from NEOM CITY - SAUDI RISING. A massive global coverage with an incredible result produced in record time.

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.

Expo 2020 – Be There

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

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.

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.

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.

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.

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.

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.

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.

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