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HERITAGE IN MOTION — A CINEMATIC ODE TO ARABIC IDENTITY FOR MERCEDES-BENZ

"Heritage in Motion" is a bold visual journey created for Mercedes-Benz, celebrating the fusion of Arabic tradition and modernity. Set in the MENA region, the film follows six characters—each embodying a facet of cultural identity—as they form a living fresco of heritage and progress. Through dynamic camera movements, striking colors, and a powerful Arabic poem, the film captures the essence of a region proud of its past and confidently moving into the future, united by spirit and driven by Mercedes.

Rapper crouching by Mercedes EQS with white flowers in Moroccan street
Moroccan woman in golden outfit holding a horse’s reins next to a classic green Mercedes under palm trees
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Woman in ochre outfit walking with a white Arabian horse on rippled sand dunes under the desert sun, from Mercedes-Benz MENA Ramadan campaign directed by Farid Malki.
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Close-up of a falcon in the Moroccan desert during sunset, symbolizing strength, heritage, and precision in Mercedes-Benz MENA Ramadan campaign directed by Farid Malki.
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Close-up of a Moroccan woman with blue eyes in traditional jewelry beside a white decorated horse
Mercedes-Benz MENA commercial scene in the Moroccan desert, featuring a black G-Class, Arabian horse, falcon, and models in traditional and modern attire, directed by Farid Malki.
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Mercedes G-Class with a fire pit and a man in traditional Moroccan clothing at night in the desert
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Mercedes G-Class parked in the Moroccan desert at night with a nomad by a fire – Farid Malki Ramadan film
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CREDITS

Director : 

Farid Malki

Producer : 

Karima Oulhous

Director of Photography : 

Thomas Collard

Client : 

Mercedes 

Agency : 

Team X Dubai

Colorist : 

Romain Loiseau 

 

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