Campaign Spotlight

Campaign Spotlight: ‘To New Memories’, Hilton and TBWA\RAAD tap electriclimefilms Dubai

DUBAI, U.A.E. – Hospitality company Hilton and TBWA\RAAD worked closely with electriclimefilms in creating a heartfelt film, ‘To New Memories’, with Director Jamie Muir, DOP Sylvestre Dedise, Senior Producer Chaza Said and Executive Producer Michael Ahmadzadeh.

Just like all of Hilton’s other brands, the Waldorf Astoria Ras Al Khaimah is associated with excellence and quality hospitality. The haven-like beachfront resort offers guests an unforgettable experience with their signature, top-notch service, an abundance of immaculate amenities, and breathtaking views of the Arabian shoreline. With the Hilton Cleanstay initiative in place, Hilton’s hotels and resorts have improved their practices to ensure the very best stays possible for their valued guests; maintaining health and hygiene standards even while the world continues to undergo arduous shifts.


Immersed in a blend of togetherness, the narrative inspires a sense of longing for a bespoke, incredible experience that can only be found when staying at Hilton’s hotels and resorts. This film follows an unfeigned story about the connection between family, loved ones, and the ever-caring Hilton staff. The plot unfolds while the charismatic family characters arrive and begin to discover parts of the resort, wherein we are reminded of the authenticity in ‘family’, as new memories are created and warm human interactions are made. Along with showcasing the beautiful architecture and extraordinary landscapes of Waldorf Astoria, the core of the encouraging film highlights safety and illustrates that Hilton can restore some hope for a safe return towards normality.

Filmed in Ras Al Khaimah, surrounded by deserts, mountains and sea, it was certainly an amazing experience for the electriclimefilms Dubai team to capture scenes within marvellous backdrops of the eye-catching landmark. The modern, sharp and detailed cinematography focuses on sensitive, emotive moments — elevating and enriching each cinematic image towards a scenic and contemporary look.


Client: Hilton
Director Enterprise and Hilton Honors Brand Marketing, EMEA: Kate Dixon Manager, Destination Marketing MEA: Mirvat Wehbeh

Regional Creative Director: Krix Berberian Senior Digital Creative: Mahesh Powar Brand Leader: Ian Carvalho
Head of Production: Rouba Asmar
Senior producer: Rozy El Beani
Senior Account Executive: Shaheen Bhatt

Director: Jamie Muir
Assistant Director: Jad Saabi
DOP: Sylvestre Dedise
Executive Producer: Michael Ahmadzadeh
Senior Producer: Chaza Said
Production Manager: Alia Abouraya
Production Assistants: Layal Mooti, Zina Al-Askari Production Runners: Nicole Atallah, Rudina El Dokani

Steadicam Operator: Christopher Kechichian 1st AC: Antoine Ibrahim
2nd AC: Khalid Sabah
VTO: Omer Yucel

Key Grip / Underwater OP.: Michael Klam Gaffer: Joseph Riachi
Best Boy Gaffer: Emad Attia
Sparks: Osama Farouk, Khaled Abdelrahman, Fares Jomaa, Sayed Latif, Frakh Shahzad Driver: Frakh Shahzad

Art Director: Pranali Diwadkar
Props Master: Max Molchanov
Art Assistants: Joan Santos, Ali Hassan Wardrobe Stylist: Christina Choie
Hair & MU Artist: Sophie Leach
Veil Artist & Barber: Hassan Karanouh DIT / Editor: Mariam Gabunia

Filmed in Waldorf Astoria, Ras Al Khaimah

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