The Abra Captain video is part of a set of Jumeirah brand films designed for each property. Each brand film is based on actual guest and colleague experiences with overarching stories that connect all the events.
Each film has been extensively researched with its own accompanying strategy.
Overview of the film
A day in the life of an abra captain experiencing the early morning tranquility within the Madinat complex, starting with cleaning and preparing his abra for the day ahead.
We follow him on his journey and his experiences on and off the abra as our hero goes the extra mile to assist where he can. We glimpse the experiences of his guests as he drops them off at their destinations. We experience the Madinat ecosystem from the views, details and observations only the abra captain sees.
We see the Madinat and its amenities from all times of day from the early morning calm, the romance of the sunset on the canals, through to the spectacular evening lights that shine all around the architecture.