SAADIYAT MUSIC FESTIVAL
Abu Dhabi, UAE · 2023
The Project
Saadiyat Music Festival. Abu Dhabi, UAE.
Jennifer Lopez, Christina Aguilera, Mariah Carey. The lighting design for an international festival that put TRAZZO on the global stage.
The Challenge
The UAE partnership started with content, not cold outreach.
Karen's work was speaking to international audiences. Now she needed projects that matched the ambition.
The content in action
Festival Highlights
Behind the scenes of Abu Dhabi's premier music festival
Media Coverage
Official festival media highlights
How we told this story
We told Saadiyat as a story about complexity. Field execution, not showroom perfection.
01
International positioning
UAE as proof of global reach beyond Peru and Miami.
02
Celebrity association
J.Lo, Christina Aguilera, Mariah Carey — names that travel.
03
Scale demonstration
From residential to festival. Complexity at a new level.
04
Content as door-opener
Partnership before pitch. They found Karen through content.
