In this original documentary series, we brought 8 completely different artists, from opposing backgrounds, together to collaborate and create unique masterpieces. Each artist was given the tough task of creating art within 72 hours and with a counterpart they had never seen or worked with before. The end result: impressive, one-of-a-kind works of art and proof that a combination of cultures and styles can lead to beauty.
Cultural / Context information for the jury
First Abu Dhabi Bank (the largest financial corporation in the UAE) has embraced the "Growing Stronger Together" concept/positioning since its early days. And when it wanted to expand and invest in other markets like India, Egypt, Saudi Arabia, China and so forth, we decided to create content that did much more than a simple TVC.
The Create to Grow Stronger series conveys the essence and spirit of the bank's concept in an unconventional way. It joins artists from 3 large Emirates and other countries (the markets the bank is actually investing in) to show that collaboration between the Arabic region and the world can amount in beautiful results.
Tell the jury about the casting process.
Casting for this show was a tough and lengthy process since we needed to use artists from the Emirates and artists from the markets First Abu Dhabi Bank was investing in (China, Saudi Arabia, Egypt and India). Aside from this, the artists needed to have opposing styles and come from different backgrounds and this was essential to proving the series' point that collaboration can spur growth.
More than 150 artists were reviewed until we chose the final 8. And it's quite beautiful to see that the process paid off.