top of page

The story of a hard-working Arab mom brought tears to the eyes of millions.

"I'm a working mom and I know the struggle of juggling family and work. My consolation is to see my kids grow up well and to have a family that supports me." - Hazel Garcia Demonteverde

"This is so touching. If every family tries to create moments like this, the world will be a better place." - Sajitha Shijeendran

"This brought me to tears. I hope my kids will appreciate my hard work when they grow up." - Maryam Mouss

These are just some of the conversations this online film for Majid Al Futtaim sparked, on top of 6M views, 54K likes, 11K shares and a View Through Rate 25% above industry benchmark.

Crafting a script around a real Lebanese family living in Dubai was a new experience in storytelling for me. Witnessing how much the film meant to people in the real world, felt even better than any award I've held in my hands.

The film was developed for Majid Al Futtaim, a multinational that's been operating retail and entertainment destinations in the Middle East for over 20 years. In that period they've witnessed many changes among its audiences. Both men and women are now developing careers, both men and women are now taking up responsibilities in the household, people are living constantly busier lives. In these changing times, Nomads has identified a role for the brand that goes further than just operating grocery stores and shopping malls. We've developed a brand idea for Majid Al Futtaim that serves as a social call to action: the brand aims to inspire Arabs to continue spending meaningful quality time together. This video does exactly that, by showing the story of a modern Arab family that still finds ways to spend meaningful time together, even in changing times.

Special shout out to director Roel Boorsma from Smarthouse Films Amsterdam and Adam Fierman, Phil Ramage and Yafa Nassar from Nomads for bringing this idea to life.

bottom of page