C2 Comms and electriclime° bring UAE National Orchestra’s vision to life on screen
The UAE National Orchestra has teamed up with C2 Comms and production company electriclime° to launch their inaugural season campaign. The new film invites audiences to feel the symphony from a completely new perspective.
The film forms part of a new campaign marking the announcement of the UAE National Orchestra’s inaugural season, which opened on 15 January 2026 with a debut concert titled The Beginning. Viewer is carried to the heart of music itself, where the magic that connects us to each note comes to life.
Award-winning director Joe Connor brought the concept to the screen, with Mike McMillin partnering as director of photography.
The UAE National Orchestra is a groundbreaking cultural initiative, founded on Emirati musical heritage while fostering connections across the nation’s diverse communities and exploring dialogue with musical traditions from around the world.
Under the ‘Feel The Symphony Within’ concept, C2 and the UAENO team have launched an idea that celebrates the UAE’s cultural richness and diversity, while using evocative cinematography to convey the personal and varied emotions that music can inspire.
The film echoes this vision, featuring an original musical composition that resonates on screen and evokes the unique experience audiences will feel at each concert.
Credits
Client: The UAE National Orchestra
Agency: C2 Comms
Executive Creative Director: Pablo Maldonado
Senior Copywriter: Anant Kurup
Arabic Copywriter: Muneer Al Rayes
Business Director: Layal El Sayed
Senior Account Manager: Leticia Mhawej
Account Executive: Jana Issa
Head of Strategy: Saurabh Dahiya
Strategist: Sanjana Sadeesh
Production Company: electriclime°
Director: Joe Connor
Co-Founders: Michael Ahmadzadeh, Pabz Alexander
Executive Producers: Jumana Radi & Layal Mooti
Producer: Hiam Salibi
Production Coordinator: Leslie Tjing, Malak Edris
Production Assistant: Aswani Kumar, Hayal Usman, Anastasiia Zatsepina
DoP: Mike McMillin
Wardrobe Stylist: Sarah Keyrouz
Post Production: Sunny Vfx
Post Producer: Ben McFarlane
Editor: David Zavadescu
Colour: George K @ Black Kite
Audio: Theo Vernon @ King Lear
Online Artists: RayJohn Fernandez, Sandeep Bacche
