Leaders UAE 2016: FAMCO to launch Ali Mostafa film
The short, produced by Emirati film-maker Ali Mostafa, details the construction of Jebel Jais Mountain Road, a highway that stretches to the summit of the UAE’s tallest mountain
FAMCO has revealed plans to launch a short film, produced by Ali Mostafa, at Construction Week: Leaders in Construction UAE Summit 2016.
The short film will detail the construction of Jebel Jais Mountain Road, a highway project that will stretch to the summit of the UAE’s highest mountain.
FAMCO, the official UAE distributor for Volvo Trucks, Construction Equipment, and Bus, has been supplying machinery and vehicles to the project’s main contractor, General Mechanic Group (GMC), for the past eight years as a rental fleet.
The company has provided and maintained 50 Volvo Construction Equipment (Volvo CE) units and 33 Volvo Trucks for the project so far.
FAMCO and Volvo commissioned Ali Mostafa, the internationally renowned Emirati director and producer of the UAE’s first feature film City of Life (2009), to capture the Jebel Jais Mountain Road project from a local heritage and engineering perspective.
Adnan Dawood, regional general manager for marketing at FAMCO, commented: “Video documentaries tell a much more interesting story than anything else – especially when it comes to mega-construction projects. It is important we capture the efforts of all those involved, particularly when construction is taking place.
"We worked with Ali Mostafa and his production company as he is not only well known for his filming prowess, but we also wanted an Emirati angle when filming the building of the road to the highest point in the UAE. The Jebel Jais mountains in Ras Al Khaimah are breath-taking, and only a video documentary could do justice to the challenge of building 1,919m high on loose, rocky terrain."
Following a day-long recce, the film took three days to shoot. 10 people comprised the production crew, and a specialised team was enlisted to capture drone footage.
FAMCO, Volvo Trucks, Volvo CE, and Al-Futtaim Auto released four teaser trailers prior to the film’s soft release earlier this month. To date, the teasers have attracted a total of 275,000 Facebook views. In combination, English and Arabic language versions of the soft release have garnered over 7,000 YouTube views and almost 200,000 Facebook views.
“As you can see, that’s a lot of traction given the short time [since the film’s release],” noted FAMCO's Dawood.
The official launch of the video will take place on Wednesday, 20 September, 2016 at the seventh edition of CW: Leaders in Construction UAE Summit.