- Abu Dhabi Film Commission
Establishing Abu Dhabi Film Commission as a Global Filmmaking Hub
Overview
As part of an expert team, I played a key role in the founding and branding of the Abu Dhabi Film Commission (ADFC) under the Abu Dhabi Authority for Culture & Heritage. Our mission was to position Abu Dhabi as a leading destination for global film production, attracting international filmmakers while nurturing local talent. This involved crafting a strong brand identity, marketing strategy, and industry partnerships to establish Abu Dhabi on the cinematic world map.
Approach
1. Brand Development & Industry Positioning
The first step was to define the commission’s identity and purpose, ensuring that it resonated with both global film professionals and the local creative community. This included:
- Brand Identity & Visual Language – Developing a professional, world-class brand that would appeal to Hollywood and international film industries.
- Messaging & Storytelling – Crafting a compelling narrative that positioned Abu Dhabi as a premier destination for film production, emphasizing its unique locations, incentives, and infrastructure.
- Strategic Positioning – Differentiating ADFC from other regional film commissions by highlighting its government support, financial incentives, and production-friendly environment.
2. Global Representation & Marketing Strategy
To establish Abu Dhabi’s credibility in the global film industry, we implemented a high-impact marketing and outreach strategy, which included:
- International Film Festival Representation – Showcasing Abu Dhabi at prestigious global events, including the Cannes Film Festival, through visually immersive pavilions and networking initiatives.
- Creative Campaigns & Promotional Materials – Developing engaging content, brochures, and digital assets to communicate Abu Dhabi’s advantages to film executives, producers, and location scouts.
- Industry Partnerships & Talent Development – Collaborating with international production houses, Hollywood studios, and emerging filmmakers to encourage productions in Abu Dhabi.
3. Enhancing the Local Film Ecosystem
Beyond international outreach, it was critical to build a sustainable local film industry by:
- Launching Initiatives to Support Local Talent – Creating programs and workshops to train and mentor young Emirati filmmakers.
- Developing the ADFC Website & Online Presence – Ensuring that film professionals worldwide had easy access to Abu Dhabi’s film resources, location libraries, and permit information.
- Strengthening Government & Industry Relations – Aligning with local authorities to streamline production processes, permitting, and industry regulations.
Results
Through these efforts, the Abu Dhabi Film Commission quickly gained recognition as a major player in the global film industry. The successful execution of its branding, marketing, and outreach strategy resulted in:
- Attracting major international productions to film in Abu Dhabi.
- Positioning the city as a competitive alternative to established filmmaking hubs.
- Empowering a new generation of filmmakers through education and support programs.
Conclusion
The launch of the Abu Dhabi Film Commission was more than just a branding project—it was about establishing an entire industry ecosystem. By combining strategic marketing, international outreach, and local talent development, ADFC transformed Abu Dhabi into a recognized global filmmaking destination, paving the way for its long-term success in the entertainment industry.
