Tiger Properties Al Ghaf Tower Launch Film
Overview
84-second launch film, 18 shots · built before a camera rolled
Al Ghaf Tower is named after the national tree of the United Arab Emirates — a tree whose roots run thirty metres down before it makes any attempt at height. Tiger Properties has been building in the Emirates since 1976 and owns its own contracting company. The name and the company were telling the same story, and nobody had noticed.
Every developer in the market sells height. We built the film that sells what happens underneath it.
The challenge
A launch film for a fifty-storey tower that does not exist yet, pitched to a developer who had never worked with us, with no budget approved and no access to the site. The building had to be unmistakably theirs in every frame, and the film had to be persuasive enough to justify a production budget before anyone had committed to one.
What we did
Brand and competitor audit, creative concept and treatment, five character reference sheets and twelve environment and property plates built from the client's own published renders, then eighteen shots previsualised end to end — camera, lighting, sound design, voiceover and bilingual typography. Delivered as an 84-second 4K film with a written brief covering the visual and typography direction, the sound approach, and how one shoot day extends into reels, cutdowns, stills and five language versions.
Selected frames
Results