World's Coolest Winter: A Winter Through My Eyes

To show the beauty of winter in the UAE, a winter unlike any other, we found a unique and meaningful perspective: "When we really want to feel something, we don't need to look with our eyes. We need to look with our hearts." ‘A Winter Through My Eyes' is a film that gets the world to see the beauty of the UAE in winter through the story of a 11-year-old child who cannot see.

Clara, visually impaired since birth, is flown to the UAE on her first trip abroad. And in an all-expenses paid trip across the 7 diverse states of the UAE, over a period one week, she experiences the country’s distinctive destinations and experiences.

An uplifting and compelling soundtrack combined with sync sound, elevates the scenes of Clara enjoying every moment.

The film stands out courtesy its unfiltered and disarmingly authentic perspective - a winter through her eyes.


Cultural and context information:

Amidst the pandemic, the UAE’s tourism has recovered the quickest globally. The seven states of the UAE have rich history, geography, nature, urban architecture, and community. Archaeological sites, culture centres, historical landmarks, and nature reserves, offer visitors a holistic experience. Now, we didn't want to create another typical campaign about the UAE with celebrities and touristic content like other countries were doing. We wanted to create a travel story that'd travel.

The UAE is also one of the most welcoming and inclusive tourism destinations in the world, for people of determination (we don't call them disabled people or people with special needs). People of determination, in particular, have a special bond with their surroundings and relate to them in ways most of us can’t appreciate. Through the film, we made this point vividly - the UAE supports inclusive tourism and it's a country for everyone to enjoy their time in.

The Approach to the direction and the casting:

To tell the story of a child who cannot see, we didn’t want to cast a child actor to act visually impaired.

We wanted to capture the story of a child who really cannot see, to be sincere and truthful.

We found 11-year-old Clara who was visually impaired from birth. Yet, she was a fun-loving child, with unbridled joy, full of hope and an absolute fan of life. Importantly, she was up for an adventure.

The vision behind the film was for Clara to have fun, expressing her feelings while discovering the UAE; not us shooting a pre-defined shotlist.

All we needed to do was create the environments within UAE’s landscapes, for Clara to fill with her innocence, and her authentic and unfiltered emotions.

So, the entire team was directed to be her travel guides (not a production crew).

Shot with Arri Alexa Mini and Atlas Orion Glasses, strike a balance between her intimate personal moments with her environment. interspersed within the beautiful landscapes of the 7 states.

In giving Clara a holiday that she loved, the UAE’s message was loved by all.

It earned love from people all over the world:

• “A statement about inclusive tourism. There’s a Dubai for everyone” (Veronica Smulders)

• “I would like to donate my eyes, for people, when my life ends.” (Amit Kumar)

• “Perfectly shows the country’s focus on people with determination.” (Carlos Casta)

• “The perfect way to show the beauty of the UAE.” (Aman Dhami)