CONCEPT and COPY: ROBIN F. EID
DIRECTED BY: ROBIN F. EID
EDITING: ROBIN F. EID
HEAD OF PRODUCTION: SOUMAYA BELLAFQIH
SHAMMA is the name of a legendary Emirati Woman.
The word Shamma, means nowadays "tough woman" in the UAE.
The show is about pioneer women who have changed the perception of woman in the Emirati society.
The promo, portrays the perfect woman seen through Emirati eyes.
It is an emotional spot which portrays all the good qualities of the Emirati woman, placed in the socio-cultural context.
This approach was adopted in order to attract the conventional women to watch the SHOW, and identify with the SHAMMA figure.