BMW films Dubai for first MENA ad campaign

BMW has filmed locations in and around Dubai for its first commercial campaign focusing on the Middle East and North Africa market.

BMW has filmed locations in and around Dubai for its first commercial campaign focusing on the Middle East and North Africa market.

I Am BMW features a range of BMW models tearing through the desert, while drawing visual parallels with the region’s cultural heritage and suggestions of a progressive future.

BMW films Dubai for first MENA ad campaign
BMW in UAE


The campaign was directed by Nigel Simpkiss and produced by Antoine Tannous of Joy Films in Dubai.

“Originally several countries [including] Oman, Lebanon and the UAE were considered by BMW to cover the different situations, but due to budget limitations it was decided that all these will be produced in one country - the UAE,” says Tannous, in comments to KFTV.

“Different environments reflective of the Middle East and North Africa can be found all over the UAE more than anywhere else. Dubai is renowned for being a major production hub in the region and for the expertise of its multi-national crew.”

BMW in UAE


Joy Films underwent rapid prep, recruiting the key crew in just a week and having to find all the right locations in the UAE to represent the entire region. The team spent two days filming in Dubai and a third in Ras al Khaimah 70 miles away.

“The shoot took place in Dubai for its wide highways, modern developments [and] skyscrapers as well as the ‘old Dubai’,” says Tannous.

“Ras Al Khaimah was a key location for its nature, mountainous roads and hills. Both [were] reflective of all the possible aspects of the different cities across the region.”

Dubai is a popular Middle Eastern filming location but chooses to offer tailored filming incentive support to international producers rather than having an official rebate or tax credit programme.


Credits:
Client: BMW Group ME
Creative Agency: Impact Proximity
Creative Director: Scott Leder
Director: Nigel Simpkiss
Executive Producer: Dania Quaglio
Director of Photography: Andrew Boulter
Producer: Antoine Tannous (of Joy Films)
Location Manager: Nasr Ahmed

BMW films Dubai for first MENA ad campaign
BMW in UAE

BMW has filmed locations in and around Dubai for its first commercial campaign focusing on the Middle East and North Africa market.

I Am BMW features a range of BMW models tearing through the desert, while drawing visual parallels with the region’s cultural heritage and suggestions of a progressive future.


The campaign was directed by Nigel Simpkiss and produced by Antoine Tannous of Joy Films in Dubai.

“Originally several countries [including] Oman, Lebanon and the UAE were considered by BMW to cover the different situations, but due to budget limitations it was decided that all these will be produced in one country - the UAE,” says Tannous, in comments to KFTV.

“Different environments reflective of the Middle East and North Africa can be found all over the UAE more than anywhere else. Dubai is renowned for being a major production hub in the region and for the expertise of its multi-national crew.”

BMW in UAE


Joy Films underwent rapid prep, recruiting the key crew in just a week and having to find all the right locations in the UAE to represent the entire region. The team spent two days filming in Dubai and a third in Ras al Khaimah 70 miles away.

“The shoot took place in Dubai for its wide highways, modern developments [and] skyscrapers as well as the ‘old Dubai’,” says Tannous.

“Ras Al Khaimah was a key location for its nature, mountainous roads and hills. Both [were] reflective of all the possible aspects of the different cities across the region.”

Dubai is a popular Middle Eastern filming location but chooses to offer tailored filming incentive support to international producers rather than having an official rebate or tax credit programme.


Credits:
Client: BMW Group ME
Creative Agency: Impact Proximity
Creative Director: Scott Leder
Director: Nigel Simpkiss
Executive Producer: Dania Quaglio
Director of Photography: Andrew Boulter
Producer: Antoine Tannous (of Joy Films)
Location Manager: Nasr Ahmed

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