"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
This online film for Majid Al Futtaim did more than just rack up impressive numbers—6M views, 54K likes, 11K shares, and a View Through Rate 25% above the industry benchmark. It sparked meaningful conversations that extended far beyond the screen.
For me, crafting a script around a real Lebanese family living in Dubai was a fresh approach to storytelling. But seeing how deeply the film resonated with audiences was even more rewarding than any trophy I’ve ever held.
Majid Al Futtaim, a multinational that has operated retail and entertainment destinations in the Middle East for over 20 years, has witnessed significant changes in its audience. Today, both men and women are building careers and sharing responsibilities at home. In this fast-paced, evolving world, we at Nomads identified a unique role for the brand, one that goes beyond just managing malls and grocery stores. We developed a brand idea centered around a social mission: to inspire Arabs to cherish and spend meaningful quality time together. This film delivers on that mission, portraying a modern Arab family navigating life’s changes while still finding time for each other.
A special thanks to director Roel Boorsma from Smarthouse Films Amsterdam, as well as Adam Fierman, Phil Ramage, and Yafa Nassar from Nomads, for helping bring this heartfelt idea to life.