Freedom and electriclime° Introduce a Character-Led Campaign for Jumeirah Al Naseem
- The Marketer
- 2 days ago
- 2 min read
Freedom and electriclime° have partnered on a new positioning campaign for Jumeirah Al Naseem, the contemporary beachfront destination within Jumeirah Group’s Madinat Jumeirah complex
Shot on location in Dubai and directed by Jessie Zinn, the campaign brings Jumeirah Al Naseem to life; a place of connection, culture and effortless elegance. Rather than treating the hotel as a backdrop, the project positions it as a central character, shaping the rhythm and emotion of every story.
Conceived as a fresh, character-driven approach to the brand, the campaign unfolds across four short films, each exploring a different facet of the hotel through intimate, human narratives. Together, the films form a cohesive world, allowing the property to reveal itself through serendipitous encounters amongst guests; fleeting and natural connections that feel effortless.
Moments of light, motion and connection are captured across the property - from sun-washed restaurants and open-air spaces to the iconic views of the Burj Al Arab. Directed by South African filmmaker Jessie Zinn, the films reflect her intuitive, cinematic style, prioritising natural performances, fluid camera movement and a heightened sense of realism.
The result is a visually rich, emotionally grounded body of work that expresses the hotel’s distinctive spirit and contemporary coastal energy. As a stepping stone for Jumeirah Al Naseem’s wider brand positioning, the campaign reinforces its role as a vibrant social hub for globally minded guests, where connection and atmosphere unfold effortlessly.
Credits
Client | Jumeirah Al Naseem
Agency | Freedom
Head Of Brand And Design: Rihab NubiCreative Strategist: Iman MohamedHead Of Content & Production: Mallek LahouasniaHead Of Client Servicing: Habib SalloumClient Lead: Ali ZghaibiManaging Partner - Creative and Strategy: Joelle Haddad
Production Company | electriclime°
Director: Jessie Zinn
1st AD: Patrik Farra
2nd AD: Xerxes Leisher
Co-Founders: Michael Ahmadzadeh, Pabz Alexander
EP: Jumana Radi/Layal Mooti
Producer: Lana Abu Risheh
Production Manager: Jennifer Chouity
Production Coordinator: Malak Edris
Production Coordinator: Engelica Pelaez
Production Assistant: Ibrahim (Bob) El Saaby
Production Assistant: Nikhil Asani
Production Assistant / Medic: Bryan Gatdula
Production Assistant: Katherine Reynoso
Production Assistant: Aswani Kumar
DOP: Robin Taylor
1st AC: Ghattas Antoury
2nd AC: Joseph Boulos
VTO: Michael Mkar
VTO Assist: Lyam Salehi
DIT: Mushroom
Photographer: Candice Bodington
Digitech: Thennarasu Chinnathambi
Photography Assistant: Nasir Ali
BTS: Anastasiia Zatsepina
Gaffer: Rizwan Rizzy
Best Boy: Shawaiz Ditta
Sparks: ℅ Gamma
Key Grip: Edward Del O Banda
Best Boy: Mudassar Ghaffar
Grip Assists: ℅ Gamma
Soundie: Marcos Farina
Art Director: Rana Chaoul
Art Assistant 1: Rosendo Martinez
Art Helper 1: Umer Hayat
Wardrobe Stylist: Fabiana Lolli
Wardrobe Assistant: Clarisse Ablog
Hair Stylist: Fahmi (Steve) Afaneh
Make Up Artist: Hanan Kacem
Location Manager: David Richards
Location Production Assistant: Abdulwahab Hameed
Unit Manager: Thilina Jayathilike
Unit Assistants: ℅ Gayan
Talent | ℅ Bareface, Ethnix, and Mixfame
Post House | Sunny VFX
Post-Producer: Ben McFarlane
Editor: Amaya Gupta
Colorist: Joshua Borril
Online: Rahul Thandassary
Compositor: RayJohn Fernandez
Audio: Chris Laco Snyman @ TigerFight
VO: Elevenlabs
