Majid Al Futtaim’s Ode To Working Mothers

Even though it’s far more common than before for women in Dubai to have a job, it’s still a different case when it comes to working moms. But time in the United Arab Emirates hasn’t exactly stood still either. The film ‘Together Takeaway’ offers a glimpse in modern family life in Dubai.

In this documercial, a real family shows the warm relationship the children and father have with their mom and wife. About how they used to spend time together, how proud they are how she is contributing to the family, and how they want to be there for her now.

Mother Zubeida is a graphic designer who works late shifts at their family company. Now it’s her turn to shine. The teenagers and their father surprise their hardworking mom and wife with a homemade meal.

Social Relevance
Smarthouse Films’ director Roel Boorsma created the film for Nomads Dubai and the Majid Al Futtaim Group known for their shopping malls (Mall of the Emirates), retail (Carrefour) and leisure establishments (hotels, cinemas and indoor ski slope) in the Middle East and North Africa, with operations in 13 countries.

Within two weeks, the film had over 5.7 million views on Facebook, 55,000 likes and was shared over 11,000 times. The responses are unanimously overwhelming and lyrical.

“To work for such a big client when you are doing a first job in a new market is amazing. And to be able to create a film with such a powerful social relevance is even more incredible. It makes me proud and humble at the same time, especially when I read the reactions on Facebook,” said Daniëlle Guirguis, Executive Producer and Founder, Smarthouse.

Agency: Nomads Dubai
Client: Majid Al Futtaim
MD: Alex Paquin
ECD: Richard Hol
Account Manager: Yafa Nassar

Production Company: Smarthouse Films

Director: Roel Boorsma
Executive Producer: Daniëlle Guirguis
DOP: Marc de Meijer
Offline Editor: Marc Bechtold / De Kapsalon Digital Image post production: De Lodge
Di Producer: Marja Paeper
Colorist: György Balatoni
Online Editor: Oana Stefanescu
Sound Post Production: REC Sound Design Sound design & mix: Melcher Meirmans Music: MassiveMusic Amsterdam
Music Consultancy: Sam Taselaar & Isabelle Hauschildt

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