As part of its 12-month campaign supporting emerging artists, Fujifilm Instax has launched a new Spotlight Content Series that highlights the creativity and talent of six exceptional MENA-based female artists, including the soulful singer Nour Helou; the youngest award-winning DJ Michelle; singer-songwriter Nurzy; emerging pop icon YAS; Kuwaiti pop artist Haneen, and Saudi singer TamTam.
The campaign, in collaboration with the Female Talent Agency (FTA), aims to amplify their voices as well as celebrate their individuality. It not only celebrates the artistic journey of dynamic, up-and-coming musicians, but also showcases how the INSTAX mini 99TM analog camera fuels creative freedom, and plays a role in their creative processes.
Samantha Brett, regional marketing manager for Fujifilm Instax Middle East, said: “Through our partnership with FTA and our inaugural Spotlight Content Series, our aim is to go beyond merely showcasing talent and cultivate authentic connections between artists and their audience, embodying our brand’s ethos of creating genuine moments and sharing meaningful connections. Through this series we aim to celebrate the authenticity and creativity of life’s moments, empowering the talents of tomorrow within MENA’s creative landscape.”
Through exclusive interviews, behind-the-scenes footage, and vibrant photography, viewers are led through spontaneous moments of inspiration and the documenting of artistic expression.
Anna George, founder of FTA, said, “Instax’s commitment to capturing genuine moments is beautifully brought to life in this campaign. Inspired by the theme “You are one-of-a-kind,” the series authentically encapsulates the essence of each artist. Through the lens of the INSTAX mini 99TM, the special moments captured vividly illustrate the unique qualities that make each of these women truly one-of-a-kind.”
The Spotlight Content Series embraces the one-of-a-kind focus through the INSTAX mini 99TM and aims to foster a deeper appreciation for the emerging artist scene within the MENA region, encouraging young and aspiring artists to pursue their passions.
By showcasing the diverse artistic expressions of these six women, INSTAX mini 99TM hopes to ignite a broader cultural dialogue and inspire a new generation of artists. This initiative will continue throughout the year, offering various touch points for engagement and expression.
