DGE: Life + AI (TAMM) – Creative Direction

Digital Government Enablement (DGE) needed a presentation and accompanying short film to showcase TAMM, Abu Dhabi's unified government services platform, at a high-level national AI session attended by senior UAE leadership. The goal was to translate complex AI-driven service automation into something immediately understandable and emotionally resonant.

The stakes were high and the timeline was tight: everything had to be finalised by late November 2025.

I led the creative direction for both the presentation and the film, working through Oriana as the delivery partner. My scope covered narrative strategy, visual storytelling, presentation design, and creative oversight of the entire video production process.

Rather than leading with technology, we framed the story around a single older citizen navigating government services through TAMM. This human-first narrative made the AI layer tangible: showing how proactive, personalised government services could simplify life at the moments that matter most.

For the presentation, I designed the visual narrative and slide system, building a cohesive flow that moved between data, product demonstration, and storytelling.

For the film, we co-developed the concept with the client, we created a storyboard (using Midjourney for rapid visual development), and the video team animated UI overlay designs that brought the TAMM interface to life within the live-action footage.

Midway through the project, the scope expanded when video production shifted to our side. We brought in Sour Studios, a Dubai-based production company, and I stepped in as creative liaison between the production team and the client. That meant onboarding a new team, planning the shoot, and delivering the final edit, all without losing momentum on the deadline, while ensuring alignment on concept, storytelling, and execution at a national level.

Both the presentation and the short film were delivered on time and showcased at the national AI session in November 2025. The work demonstrated how TAMM's AI-powered services could transform the citizen experience, presented through a narrative that made the technology feel human, accessible, and trusted.