Dubai Holding
A stylised 2D animated launch film to celebrate the people powering one of Dubai’s most iconic conglomerates
Services
Dubai, UAE
Client
Dubai Holding
One of Dubai's most diversified conglomerates
Films produced
0
Teaser film
0
s
Launch film
1:
0
THE CHALLENGE
How do you celebrate 18,000+ people — and make every one of them feel seen?
Dubai Holding is one of Dubai’s most sprawling and strategically significant conglomerates — a group of businesses touching hospitality, real estate, media, technology, and more, with tens of thousands of employees across its portfolio. The challenge wasn’t logistics. It was emotion.
The Recognition Programme needed a launch film that could travel across the entire organisation — resonant enough to feel personal, polished enough to reflect the stature of the brand, and bold enough to announce something genuinely new. The brief called for a piece of communication that didn’t feel like HR. It had to feel like a celebration.
THE APPROACH
Story-first. Then motion, music, and meaning.
Trix built the creative around a simple, powerful truth drawn from the brand’s own values: Inspirational. Collaborative. Ambitious. Driven. Responsible. Rather than illustrating these as abstract concepts, we put them in motion — through characters, through situations, through moments of quiet recognition that employees would recognise from their own working lives.
The 34-second teaser was crafted to build anticipation — a stylised 2D animation, voiced by an American female narrator whose tone carried warmth without sentimentality. The full 1-minute 18-second launch film then unveiled the programme in its entirety, bringing the award categories to life through character-driven scenes employees would recognise from their own working days. Each frame was storyboarded and revised collaboratively with the client — over 20 frames developed and refined to ensure cultural accuracy, visual clarity, and emotional truth. The closing line — not all heroes wear capes — became the emotional anchor of the entire campaign.
- Concept & creative strategy
- Storyboard (20+ frames)
- Teaser film (34 seconds)
- Character design & illustration style
- VO direction (American female)
- Internal comms deployment assets
- Script writing (English, female VO)
- Stylised motion animation (2D)
- Full launch film (1 min 18 sec)
- Brand voice & personality framework
- Arabic & English versioning
- On-screen typography & motion graphics
DELIVERABLES AT A GLANCE
The numbers behind the work
From script to screen, Trix delivered a complete creative and production package — concept, script, storyboard, character design, animation, VO direction, and final delivery in two languages.
Films produced
0
Teaser film
0
s
Launch film
1:
0
Storyboard frames
0
+
Brand values animated
0
Award categories
0
Character-led animation
0
D
Languages
0
THE OUTCOME
A film that felt like a gift.
The Dubai Holding Recognition Programme launch film landed as something employees hadn’t expected from an internal communications piece: a film that made them feel valued. The stylised animation gave the content a premium, cinematic quality that sat comfortably alongside Dubai Holding’s public-facing brand. It travelled across intranet, screens, and internal events — and it opened a conversation about recognition that the programme was built to sustain.
THE IMPACT
Why it mattered
Internal communications is too often an afterthought. Trix treated the Dubai Holding Recognition Programme with the same creative rigour as a consumer campaign — because the audience deserved it. These were the people building one of Dubai’s great conglomerates, day by day. They deserved a launch that honoured that.
Crafting intricate brand narratives for lasting and meaningful impact.
