Planning Ahead
Urban Planning Council - Abu Dhabi
Production Team
Producer: Andrew HArdwick
Director: Nick Bye
Awards Won Gold at The New York Festivals for Public Relations
This Vision film needed to give an overview of Abu Dhabi Urban Planning Council for a very broad audience.
UPC wanted us to convey their central role in realising Plan 2030 and give a sense of how the urban environment in Abu Dhabi as a whole is beginning to take shape. They were looking for a strong sense of joined-up thinking across the many different, complex aspects of what UPC does: regulation, approval, masterplans and development projects.
Our film is built around the idea of Abu Dhabi citizens looking ahead and thinking about the future. We start with a question: when you think of the future what do you see ? The film includes individuals from Al Gharbia, Al Ain as well as Abu Dhabi City, representing a cross-section of society.
We take the viewer on an emotional journey, guided by a composed music score. An important part of the film is bringing to life the passion and energy of the individuals behind UPC. Towards the end we show the people of Abu Dhabi coming together in Sheikh Khalifa stadium to celebrate something special.
Looking Ahead is presented in bilingual captions (Arabic and English). It was premiered at Cityscape 2010 and is now being shown more widely.
Client testimonial
This film perfectly answered to our distinctive requirements. It clearly positions UPC in its strategic planning role by showcasing the urban development concerns/challenges and how we are addressing them through their right “human” dimension. The sequencing phases were perfectly orchestrated and help – through selection of our key initiatives – to put forth UPC’s assigned mission as an agent of social, cultural and economic development. To sum up, by encapsulating all the right ingredients from the start, The Edge's team did a very good job in quite a short timeframe. Once again, congratulations to you all and it was a real pleasure to work with you.
To sum up, by encapsulating all the right ingredients from the start, The Edge's team did a very good job in quite a short timeframe. Once again, congratulations to you all and it was a real pleasure to work with you.
