A nationwide digital campaign that provides a unique cultural experience for members of the community while they commit to staying in their homes has been launched.

 

Dubai Culture and Arts Authority (Dubai Culture) has launched the digital campaign through its social media platforms titled #CreateTogether. 

 

This campaign was launched under the directives of Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of the Authority, following her letter of hope and optimism to Creative and Cultural industry. 

 

Through this campaign, Dubai Culture aims to encourage creators, artists, writers, photographers, short film makers and poets to showcase their respective creativity while they are committed to staying in their homes, in support of the #StayHome campaign that was launched by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council of Dubai.

 

The campaign featured a group of pioneers from the Culture and Art sector and was produced and directed by Emirati filmmaker and producer Nayla Al Khaja. Its aim is to consolidate the role of culture in society by encouraging creative talents in the UAE to take advantage of their time and invest their talents in an optimal way while they are at home. The intended outcome of the campaign is the spread of positive messages and a renewed love for culture across all segments of society. The showcased creations could cover among others, literary (poetry and prose), visual (short films, photography, animations, arts, and design), or performance (music, singing, and acting) mediums.

 

Hala Badri, Director General of Dubai Culture, said that the #CreateTogether campaign is a message of positivity and optimism that Dubai Culture is sending out to the UAE community to help it during these difficult times being faced the world over. It will also encourage creators to take an active role in spreading reassurance and a positive spirit by presenting society with a unique cultural experience.

 

Badri said: “Solidarity, unity and resilience has always shaped UAE’s character throughout history. Dealing with challenges and turning them into opportunities is not something strange to the Emirati community. 

 

“This was the inspiration behind #CreateTogether campaign, where we seek to remind people that they can create from their homes and share their works on social channels. Creativity is never limited by walls and imagination is never bound by fences.”

 

“The creators participating in the video campaign are cultural ambassadors to their community, who have come together under the ‘LoveUAE’ flag to spread positive energy in society and consolidate the values of unity and optimism, inviting creators and artist in the UAE to support national efforts and strengthen the resolve of the people during this current situation.” Badri added.

 

Badri also noted that the world today is united within a framework of inclusivity to limit the spread of the emerging virus as well as disperse hope and optimism in people’s hearts. She added that this national cultural campaign complements the various purposeful national campaigns that were launched on social media by the public and private sectors in the UAE.

 

Through the #CreateTogether campaign, Dubai Culture seeks to inspire creative talents of various nationalities and cultures to provide innovative, cultural creations that would contribute to enhancing the audiences’ engagement with the cultural sector. These works will also be showcased in a number of events and art festivals that the Authority will hold in the future.

 

This national campaign also aims to unify the energies of creative talents within the UAE under the umbrella of solidarity for the sake of their community.

 

Furthermore, it urges them to support the #StayHome campaign by showcasing cultural and creative innovations that emphasise their love for and affiliation to the nation.

 

A group of Emirati creatives volunteered to produce and direct this short film, including filmmaker and producer Nayla Al Khaja; director and 3D cartoons animator Mohammed Saeed Hareb,; media personality, poet and actor Saud Al Kaabi; and cultural photographer Rawdha Al Sayegh. This video represents Nayla Al Khaja’s first remote production that she was able to complete within one day by participating with and instructing the other volunteers on how to best position their cameras, angles, lighting and positions to shoot their footage from their own homes. -- Tradearabia News Service