Category: Strategy & Brand Narrative  

Client: Al Dar Properties  

Format: Brand Campaign Film

Challenge 

Al Dar wanted a campaign to celebrate its infrastructure achievements while staying rooted in Emirati identity. How do you communicate scale and ambition without losing soul? Existing narratives lacked emotional texture and cultural depth.

What We Did 

We surfaced Hoyamal—a pearl-divers’ chant historically used to unify effort and courage. It became the sole lyric of a 5-minute campaign film moving from sea to skyline, from dhow to design studio. Visual scenes showcased Al Dar’s projects while the chant evolved through generations: divers, workers, planners. Segments were re-edited for platform distribution, expanding reach.

Impact 

The campaign went viral across social media and garnered praise for authenticity. Stakeholder sentiment improved. Al Dar was perceived not just as a builder—but as a cultural contributor, aligning legacy with leadership.

Takeaway 

A brand’s future speaks louder when it's sung from its past. Cultural cues aren’t embellishments—they’re strategic connectors.