Behind the Scenes, Beyond the Glamour
Lights, camera, action – and a whole lot of passion.
The Etihad Town Phase III TVC is more than just a commercial — it’s a story of vision, hard work, and community spirit.
At Etihad Town, we believe every project should speak from the heart. That’s why for Phase III, we didn’t want just a TVC — we wanted a story. A campaign that truly reflects the vision, lifestyle, and values that Etihad Town Phase III offers. And today, we’re excited to give you an exclusive behind-the-scenes look at how it all came together.
Setting the Scene: Vision Meets Execution
The planning phase started with a simple question: How do we tell a story that resonates with every viewer?
Our creative team huddled for days to build the core concept – something more than just selling plots. We wanted to capture the lifestyle, the peace of mind, the investment value, and most importantly, the community feeling that Etihad Town Phase III represents.Behind the Scenes of the Etihad Town Phase III TVC
Once the vision was locked, we moved on to the logistics — scriptwriting, location hunting, casting, wardrobe, camera work, set designs, and timing. Every little detail mattered. From the type of flowers in the garden to the lighting during sunset – we had to get it just right.
The Heart of the Campaign – The People
What truly makes this TVC special? The people.
From the lead cast to the kids running around in the park to the elderly couple enjoying their evening tea, everyone brought their real selves to the camera. We worked with a mix of professional actors and real families to ensure authenticity.Shooting the Etihad Town Phase III TVC wasn’t easy — but it was worth every effort to bring the vision to life.
We even had some spontaneous moments that weren’t scripted but turned out to be highlights of the shoot. One of our favorite memories? A little girl in the park scene started dancing on her own while waiting for her shot — the entire crew paused, smiled, and just let the cameras roll. That scene? It made it into the final cut.
Behind the Camera – The Crew’s Magic
Let’s not forget the real heroes: the crew.
Early morning setups, camera rehearsals, unexpected weather changes, last-minute adjustments – the crew handled it all with energy and professionalism. You’d be surprised how many times we had to redo a sunset shot just to capture the perfect glow.
There were dozens of takes, each trying to get that perfect moment where the breeze hits just right, where the smile feels natural, and where the lighting paints the mood we imagined. Our director, with a keen eye and endless patience, kept the energy alive throughout.
More Than Marketing—It’s a Movement
Etihad Town Phase III is more than just real estate; it’s about building a lifestyle. That’s what we wanted this campaign to express
We weren’t just showing homes or land; we were showing dreams taking shape, future memories, and families finding their happy place. Every shot was carefully thought out to bring that emotion to life — be it a mother decorating a living room or a child learning to ride a bicycle in the wide-open streets.
Some Wholesome Moments We Loved
Honestly, there were so many little heartwarming moments, it’s hard to list them all. But here are a few that really stood out:
- The chai breaks: Our favorite. The entire team — cast, crew, director, even the security guards — gathered for tea under the shade. These breaks were full of laughter, casual selfies, and bonding.
- The bloopers: Someone forgetting lines, someone walking into a frame, or the mic catching a sneeze. We’ve saved them all (and maybe you’ll see them in a fun BTS reel soon).
- Rain delay: One afternoon, a surprise drizzle forced us to pause everything. But instead of stress, the team took the moment to enjoy the weather. Umbrellas came out, pakoras were ordered, and what could’ve been a setback turned into a memory.
Bringing the Vision to Life
After days of shooting, long editing hours, multiple feedback rounds, and lots of coffee – the final TVC was ready.
And it was worth it.
Watching that first full cut gave everyone goosebumps. It wasn’t just a video; it was a journey. A reflection of everything we believe in at Etihad Town – quality, commitment, comfort, and a deep-rooted sense of community.
Why This Campaign Matters
We live in a world full of ads. But we didn’t want this one to blend in. We wanted our audience — you — to feel something.
Whether you’re an investor, a home seeker, or just someone who loves good storytelling, we hope this campaign helps you connect with what Etihad Town Phase III truly offers:
✅ Smart investment opportunities
✅ A peaceful, modern lifestyle
✅ A place to grow, connect, and belong
Stay Tuned – There’s More to Come!
This is just a glimpse behind the scenes. In the coming weeks, we’ll be releasing more content – including interviews with the team, location highlights, and maybe even a bloopers reel for some fun!
Make sure to follow us on our social media platforms and subscribe to our newsletter so you don’t miss out.
And if you haven’t watched the TVC yet — what are you waiting for?
Head over to our official page and get a feel of what Etihad Town Phase III is all about.
Because your next chapter might just start here.
We’re proud of what we created with the Etihad Town Phase III TVC and can’t wait for you to experience it.