Client: The Department of Culture and Tourism - Abu Dhabi
Background
Liwa Festival began as a grassroots gathering for Abu Dhabi’s motoring enthusiasts: off-roaders, tuners, engineers, and adrenaline seekers who turned the desert into their playground. Over time, it evolved into a vibrant cultural meeting point, drawing in artisans, musicians, chefs, and families from the region. This film wasn’t just made for them—it was made with them. Over 70% of the cast were real people from Liwa and the surrounding areas: the very hands that tune engines, cook meals, build stages. For a community long on the fringes of mainstream media, seeing their culture captured with such scale and sincerity was deeply validating. It gave Liwa a mirror. And the world, a front-row seat.
Our Task
For years, Liwa Festival lived in the fringes—an underground celebration of motorsport, music, and Emirati craft known only to those who lived it. In 2023, we set out to bring this homegrown story to the global main stage. But filming in the raw, open desert came with real challenges: unpredictable winds, shifting light, and a vast landscape that offered no control. The result: a visceral portrait of the people behind the passion.
Impact
The film not only transformed Liwa Festival’s profile—it transformed perceptions. Within weeks of launch, Liwa Festival saw a +321% increase in visitor attendance, with a 68% rise in international participants from neighboring GCC countries, Europe, and Southeast Asia. The film generated over 437 million views across platforms, with engagement rates tripling benchmarks for regional tourism content. It was featured across global travel and motorsport platforms, demonstrating its crossover appeal. Beyond numbers, the film reframed Liwa Festival from a local motorsport event to a cultural landmark. It sparked increased interest in UAE’s home-grown experiences, especially among travelers looking for authenticity and adrenaline. Post-campaign brand tracking revealed a +44pt lift in consideration for Liwa as a tourism destination, and an 96% increase in positive sentiment, centered around descriptors like “epic,” “motorsports,” and “unmissable” It wasn’t just a film. It was a calling card to the world.