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Director Sharif Hamza worked with Picture Farm on our second project for Nike’s flagship store in Dubai, capturing the “region’s thriving basketball scene” and bringing his incredible eye to the project, a mix of short in-store and social teaser films accompanied by Sharif Hamza’s stunning photo portraiture.
“Nike’s empowering We Play DXB campaign is back with its second edition and it’s celebrating Dubai’s youth. We Play DXB features fifteen basketball players of different ages and backgrounds that call the UAE home, and celebrates our region’s thriving basketball scene while empowering young people to play sport. The campaign – shot in our hometown – highlights how basketball in the region isn’t just a game, but an opportunity for passionate young athletes to come together through sport and find a community of their own. In celebration of the campaign’s launch, there’s a breath-taking mural at JLT’s newly opened court and streetwear retailer Concepts will be hosting loads of community-led activations for basketball enthusiasts. And, if you’re not the sporty type, you can still enjoy the campaign.” – Cosmopolitan Middle East