Miral / UAE / 2026Film · Events & Sponsorship

Building a Legacy at OMGAD 2026.

Miral's in-house studio Atheer told the company's partnership with the Open Masters Games Abu Dhabi 2026 through its own staff: a five-minute documentary, Miral Champions, following employees who took part from preparation to competition.

Brand: Miral
Agency: Miral, Atheer by Miral (Media House)
Market: UAE
Region: GCC
Year: 2026

The challenge

Miral, which its entry calls the Games' Official Destination Partner, wanted to tell the story of an event built on 'participation rather than performance', held in the Middle East for the first time, without 'relying on athletes, ambassadors, or influencers' (MUSE entry). The Games ran from 6 to 15 February 2026 (WAM), and World Masters Sport reported more than 25,000 athletes from over 140 countries competing in 38 sports.

The idea

Atheer by Miral, the company's in-house creative studio and production centre on Yas Island, built a multi-phase campaign around Miral employees taking part, ending in a documentary directed and edited by Lindsey Nassour. The film sets quiet moments of personal reflection against the energy of live competition on Yas Island and at Abu Dhabi's sports venues, mixing interviews, cinematic visuals and event footage, and runs on Miral's YouTube channel as 'Building a Legacy at OMGAD 2026 | Miral Champions'.

Case study source: MUSE Creative Awards Source ↗