Emirati Women's Day 2025 unscripted film

A ninety-second documentary-style film directed by Emirati filmmaker Nayla Al Khaja, built from unscripted conversations with Emirati women across Wio's own risk, legal, marketing and compliance teams. It ran alongside a six-month free Wio Business and Wio Personal subscription for new female Emirati customers and a gathering of female founders and leaders.

The brief

Emirati women, many building careers in male-dominated fields, marked on Emirati Women's Day by a digital platform bank.

The idea

Nayla Al Khaja directed a 90-second documentary of unscripted talks with women from Wio's compliance, legal, risk and marketing teams, alongside six months' free Wio Business and Personal for new female Emirati customers.

What to borrow

Using a company's own women employees, unscripted, grounds a Women's Day message in people the brand actually works with.