Al Marmoom Film in the Desert


Venue: Al Marmoom Nature Reserve

Date: 4-7 March 2020

Client: Dubai Arts & Culture Authority

Scope: Festival Strategy, Brand & Logo Creation, Content Development, Event Design and Production, Event Full Management


Under the patronage of Her Highness Sheikha Latifa Bint Mohammed Bin Rashid Al Maktoum, Dubai Culture launched the first edition of ‘Al Marmoom: Film in the Desert’, which took place from 4 – 7 March 2020, and ran in conjunction with Dubai Art Season at the Al Marmoom Wildlife Conservation. The event aimed at providing a platform for local and regional filmmakers to showcase their work under a cultural ambience of traditional seating and culinary delights. It aligned with the new cultural vision of Dubai to establish the city as a global destination for art and position it as an incubator for creativity, as well as highlighting the identity, heritage, and culture of the UAE. Apart from exclusive independent film screenings, a full programme of workshops and interactive talks was introduced during the event to cater for young people, film enthusiasts, and families.

During the event, a new unique initiative was launched called “Films In A Box”.  The initiative – which is a pop-up cinema concept – presented a series of non-dialogue films across different genres with the aim of promoting creativity and diverse storytelling whilst being freed from language boundaries.

TEAM71 developed the strategy, brand, festival plan and full content and managed the event. The event received huge support and incredibly positive feedback from both film industry experts and public audience. Throughout the 4 days of the event, the feedback received from celebrities, partners, speakers, Media, participating vendors, and visitors was so encouraging and was reflected in the rate of repeated visitors to the event as well as the online engagement.

Partners: du, DFTC, Bob Al Shams, VOX Cinemas, Arab Film Studio, SAE, Middlesex University, AUD, Nikon, Panasonic, Done by Youth and Zayed University.


  • “It is an amazing place that inspires you. It makes you feel you are in a movie yourself!”

  • (Nadine Labaki / Director and Filmmaker)

  • “The setting is beautiful; I enjoyed the panel session and I'm sure this will develop into something amazing.”

  • (Maaz Sheikh / Founder, Starz Play)

  • “Thanks to the professionalism and on-going cooperation of the agency, who have, on several occasions, gone above and beyond their call of duty and worked with us as an extension of our team to ensure that the event was delivered. Despite the short timeline and external factors, the pilot event was a success and has paved the way for future editions”.

  • (Lina Zain Aldin / Dubai Culture)