Desert’s grand stage

While the Liwa International Festival was known for its adrenaline-pumping motorsport events, the perception of it being only a motorsports festival limited its appeal. Experience Abu Dhabi needed to shift this narrative and showcase LIWA 2025 as a diverse winter destination—offering culture, family entertainment, and adventure beyond the racetrack to attract a broader audience.

Under the theme ‘Passion in the Spotlight,’ the campaign brought LIWA 2025 to life through a cinematic brand film, highlighting its thrilling motorsport events, cultural experiences, and family-friendly attractions. This storytelling-driven approach strengthened Abu Dhabi’s positioning as a dynamic destination, inspiring visitors to experience the desert’s magic.