31 Q LIFE MAGAZINE | ISSUE 14

Look Closer combined intimate, human storytelling with eye-catching visuals and a global media plan – delivering cultural reach and measurable impact to reframe external perceptions of Qatar through authentic, local voices.

Using cinematic short films, directed by Emmywinning director Dean Alexander, the campaign profiled four Qataris – an artist, an athlete, a mountaineer, and a spice-maker, and linked each story to Qatar’ s cultural pillars.

The campaign was localised into French, Spanish, and Korean, and rolled out across digital, print, broadcast and out-of-home-placements including Piccadilly Circus and major international publications.

Bouthayna Al Muftah – Artist Bouthayna creates a visual history of Qatar that explores collective memory through bold typographic works, textiles, film and collaborative projects with musicians, designers and filmmakers.

Abdulla Al Tamimi – Athlete Qatar’ s leading squash player, Abdulla is ranked among the world’ s best players and began playing aged 11 in Doha. Known for his speed and tactical precision, he competes internationally and champions the next generation of Qatari players.