Documentary / Expo 2020 Dubai
Project Management Institute at Expo 2020 Dubai
Strategy, creative direction and production oversight, as Global Head of Creative at PMI.
The moment
Project management shapes almost everything around us, from the buildings we live in to the events we remember, yet almost nobody sees it. PMI wanted to bring that untold story to a global audience, and Expo 2020 Dubai, the world’s largest show, was the stage.
The standard
One story told through two lenses, global and local. I set the strategy and creative vision, aligned the narrative with senior stakeholders, and kept it human rather than technical: the people behind the work, not the process.
What happened
I oversaw production with UAE production houses, putting up-and-coming regional talent in front of and behind the camera. The result was a short documentary that made a discipline most people never notice feel human, for a global audience.
English / العربية
Dubai | London | Riyadh
Selected experience of Rammy Elsaadany before founding Perception Lab.