MASDAR: PIONEERING ENERGY

MASDAR was launched by the Abu Dhabi leadership in 2006 with a mandate to advance renewable energy through education, R&D, investment and commercialization.

For 17 years, MASDAR has been pioneering renewable energy, and as the UAE is hosting COP 28 in 2023, MASDAR wanted to create awareness around its great achievements.

Hello Papaya - a creative collective I founded with my good friend Max - won the pitch phase with our original creative, script and storyboard that focused on the very elements that MASDAR has harnessed to bring about positive sustsinable changes around the world.

Our storyboard was recreated nearly shot-for-shot by the production company, and has gone on to rack up tens of millions of views across social media platforms including YouTube, Twitter, Instagram, LinkedIn and more.