Twofour54s Creative Lab and Etihad have released five music videos to mark the UAE National Day aboard Etihads fleet. Announced in December 2013, the partnership enables twofour54 creative lab to showcase the talents of its members to Etihads guests via the in-flight entertainment system. Seen as a key commercial step for emerging filmmaking talent in […]
Twofour54s Creative Lab and Etihad have released five music videos to mark the UAE National Day aboard Etihads fleet.
Announced in December 2013, the partnership enables twofour54 creative lab to showcase the talents of its members to Etihads guests via the in-flight entertainment system. Seen as a key commercial step for emerging filmmaking talent in the UAE, the partnership brings locally produced films to a wider audience, generating international exposure for their work.
To celebrate the 43rd UAE National Day, Etihad featured five videos produced by Creative Lab members, including Ishy Bilady, a collaboration between acclaimed Emirati filmmaker Ali Mostafa and composer Taha Al Ajami; Ya Khalifatna, a collaboration between renowned Emirati poet, Arif Al Khaja, and talented singer/composer, Fayez Al Saeed; and Making History, which was selected to be performed in front of the UAE President, His Highness Sheikh Khalifa bin Zayed Al Nahyan, at the official 40th UAE National Day celebrations.
This follows an earlier cycle of productions screened on-board Etihads fleet in September, which included Feeding Five Hundred, a winner in the documentary competition in the 2013 Abu Dhabi Film Festival (ADFF); Murk Light which won first prize in the short film narrative competition in ADFF 2012 and selection to the Tribeca Film Festival 2013 New York; and Qasr Al Hosn, a project by a team of creative lab community members celebrating the unique history and culture of the UAE.
Commenting on the partnership, Maryam al Mheiri, Chief Operating Officer of twofour54, said: Creative lab and Etihads partnership embodies the mission of twofour54 to develop the quality and accessibility of Arabic content. This suite of UAE National Day videos celebrates the rich culture of our nation and showcases the immense talent of our creative lab members.
We look forward to continuing our relationship with Etihad to bring high-quality home-grown content to passengers travelling on the airlines extensive network, she added.
