Majid Al Futtaim

October 1, 2021

Creating Visual Impact with Majid Al Futtaim

Majid Al Futtaim is one of the Middle East’s most prominent and diversified conglomerates, known for shaping the modern retail and entertainment landscape in the region. Founded in 1992 and headquartered in Dubai, the company operates in 13 countries and employs over 43,000 people. Its portfolio spans shopping malls, retail, leisure, lifestyle, and real estate, and it holds the exclusive rights to operate Carrefour in the Middle East, Africa, and Asia.

With 29 shopping malls, including iconic destinations like Mall of the Emirates, City Centre Deira, City Centre Mirdif, and City Centre Me’aisem, Majid Al Futtaim attracts over 175 million visitors annually across its properties.

Majid Al Futtaim video content. RightNow Production

As part of this high-profile campaign, I worked as the Director of Photography (DOP), overseeing the visual language and cinematography across all video segments. From conceptual planning to on-location execution, I was responsible for crafting dynamic, visually compelling imagery that matched the vibrant identity of each mall. Working closely with director Elie Azzam and the Glich Film production team, we developed a cohesive aesthetic that balanced commercial clarity with cinematic flair — making each piece stand out on both social media and branded platforms.

With 29 shopping malls across the region, including iconic destinations like Mall of the Emirates, City Centre Deira, City Centre Mirdif, and City Centre Me’aisem, Majid Al Futtaim is a major force in retail and lifestyle in the Middle East. These malls attract over 175 million visitors annually, offering a mix of shopping, dining, and entertainment. Each location serves as a high-traffic platform for branded experiences, events, and digital campaigns — making them ideal spaces for compelling video content and visual storytelling.

Our production work included:

Branded lifestyle video content for Mall of the Emirates
Promo campaigns for City Centre Mirdif and City Centre Deira
Seasonal and influencer-driven videos for City Centre Me’aisem
High-volume edits adapted for Instagram Reels, TikTok, and YouTube Shorts

Working alongside a creative team of directors, cinematographers, stylists, and post-production artists, we brought each mall’s personality to life — from fashion and dining to family experiences and entertainment zones. These campaigns not only drove foot traffic but also increased online engagement across all social channels.