That tiny figure on stage? That’s me. How I ended up there started about six months earlier.
That’s when Majid Al Futtaim approached Nomads to help develop a new brand campaign. If you’re unfamiliar with Majid Al Futtaim, they’re the powerhouse behind some of the Middle East’s most famous shopping malls, hotels, and entertainment destinations, including Ski Dubai—the massive indoor ski slope in the desert.
Together, we created a campaign that broke away from the usual glossy Dubai destination ads. When it was time to launch the campaign internally to thousands of employees across the region, they invited me to join them on stage to present it. I stood in their VOX IMAX cinema, sharing the story behind the campaign with 600 staff members—and, through a live broadcast, thousands more across the Middle East.
It was an honor to be part of energizing their entire company around the creative work we’d done. It gave me a chance to explain the thought process behind the campaign, what it meant for the brand and its people, and how they could best communicate it to their customers.
And let’s be real—it’s unlikely I’ll ever see one of our slideshows on a screen that big again.
