A new global campaign for Saadiyat Cultural District by The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) invites audiences to “Be moved in a thousand ways”. The campaign coincides with the announcement of that Saadiyat Cultural District’s construction will be complete by the end of 2025.

DCT Abu Dhabi has created a unique, thought-provoking campaign that resonates globally, amplifying Saadiyat Cultural District’s message that culture elevates us all, across all demographics; fostering dialogue, igniting critical thought, and inspiring creativity, not only for those entrenched in arts and culture but for people from all walks of life. The campaign features some of the world’s most creative minds in the fields of art, architecture, museums and popular culture, each selected for their ability to reach and engage a diverse global audience and is informed by insights drawn from data spanning 29 markets.

In collaboration with generative artist Ferdi Alıcı at Ouchhh Studios, the film harnesses cutting-edge neural data technology to explore the minds of each advocate, capturing their thoughts and emotions about Saadiyat Cultural District's vision for a new era of cultural diversity. Each participant was equipped with a wireless EEG headset, with sensors attached to their forehead. They were filmed while responding to thought-provoking questions about the impact of culture. A pre-trained Auto Encoder then recorded five brainwave signals, capturing their brain activity and state of mind. This data was transformed into real-time, dynamic abstract artworks, projected as data murals on giant immersive LED screens in the studio. This experience invites global audiences to engage with the insights of visionaries, while being mesmerised by the artistic representation of their captured emotions.

DCT Abu Dhabi recorded data murals from 35 Saadiyat Cultural District advocates. The compelling campaign film is anchored by talk show host, producer and philanthropist Oprah Winfrey and broadcaster Mona El Shazly. Contributors to the campaign include HE Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi; HE Zaki Anwar Nusseibeh, Cultural Adviser to the President of the UAE and Chancellor of the United Arab Emirates University; HE Noura bint Mohammed Al Kaabi, Minister of State at the UAE Ministry of Foreign Affairs; Lord Norman Foster, Pritzker Architecture Prize winner and architect of the Zayed National Museum; Mariët Westermann, Director and CEO of the Solomon R. Guggenheim Museum and Foundation; celebrated artists Mohammed Ibrahim, Najat Makki, Afra Al Dhaheri from the UAE; multi award-winning actor, musician and entrepreneur Idris Elba OBE; legendary pianist Lang Lang; and many more.

To support the campaign, Saadiyat Cultural District has also launched its brand manifesto, narrated by over 65 creators and thinkers including Steve Harvey, Maria Sharapova, Gael Hedding, Hussain Al Jassmi, Harvey Mason Jr., Sandhini Poddar, Liu Yifei, and Magdelena Moreno. These prolific voices share their thoughts on Saadiyat Cultural District’s role as a global centre of culture.

Already home to Louvre Abu Dhabi, Berklee Abu Dhabi and Manarat Al Saadiyat, when construction is complete by the end of 2025, Saadiyat Cultural District will be joined by teamLab Phenomena Abu Dhabi, Zayed National Museum, Natural History Museum Abu Dhabi and Guggenheim Abu Dhabi.

To bring the campaign to life, DCT Abu Dhabi collaborated with a roster of partners: Creative Partners, Serviceplan Middle East; Art & Technology Partners, Ouchhh Studios; Production Partners, Déjà vu and PR & Communication Partners, Memac Ogilvy UAE.

To know more about the campaign, please visit

This professional campaign titled 'Be Moved in a Thousand Ways' was published in United Arab Emirates in July, 2024. It was created for the brand: The Department of Culture and Tourism – Abu Dhabi, by ad agency: Serviceplan Middle East. This Experiential and Integrated media campaign is related to the Travel and Tourism industry and contains 2 media assets. It was submitted 15 days ago.


Abu Dhabi Department of Culture and Tourism
H.E. Nouf Mohamed Al-Bushlaibi - Strategic Marketing & Communication Sector Executive Director
Emma Campbell - Sector Marketing Department Director
George Kalliamvakos - Planning, Strategy & Operations Department Director
Ghadeer Khub - Creative & Production Department Director
Imane Zebrini - Special Projects Lead
Jacqueline Jain - Strategic Communications Section Head
Jonathan Muller - Creative Content Section Head
Nada Assaf - Campaign Section Head
Kenneth Monis - Acting Domestic Destination Marketing Unit Head
Grainne Murphy - Celebrities & VIPs Management Unit Head
Ahmed Regaie - Digital Design Unit Head
Ismail Ben Jelloun Touimi - Digital Marketing Lead
Kseniya Mahileuskaya - Social Media Senior Specialist
Tariq Naseer - Campaign Management Specialist
Prageeth Malaka - Graphic Designer

Serviceplan Middle East
Managing Partner - Natalie Shardan
Chief Creative Officer - Akhilesh Bagri
Executive Creative Director - Nishant Shah
Client Servicing Director - Rawida Saade
Account Director - Yehia El Joueidi
Account Director - Iuliia Borisova
Creative Director - Andre Couto
Associate Creative Director - Daniel Zacatenco
Associate Creative Director - Kenneth Barnes
Senior Art Director - Kunal Gagwani
Art Director - Sabina Mustafa
Copywriter - Zein Sadedin
Copywriter - Nehal Salah
Copywriter - Amany Hamed
Copywriter - Mariam Maroof
Senior Producer - Geetika Sood
Production Manager - Saquib Wakankar

Production House - Dejavu
Executive Producer - Manasvi Gosalia
Head of Production - Kavya Iyer
Producer - Sampada Harkara, Wadih Safieddine
Director - Neelay Shah
DOP - Rokas Sydeikis, Jaime Valdueza, Dave Meadows, Daniel Tudano
Photographer - Rohan Shrestha, Naim Chidiac
Head of Post Production - Rafic Sa


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