EXPO 2020 Be There

In 2019, as preparations for Expo 2020 Dubai were underway, the "Be There" commercial became a key promotional piece meant to inspire global audiences. Produced by Joy Films and directed by James F. Coton, this ambitious project was as complex as the vision it sought to portray—global unity, innovation, and the promise of the future. Laser Saga played a crucial role, providing technical expertise and infrastructure for this intricate two-day shoot, which posed unique challenges due to the scale and technical demands.

The production took place at the SOUND STAGE studio in Dubai, a large venue requiring extensive technical coordination. The Laser Saga team was tasked with providing concert stages, laser installations, video projection mappings, and interactive setups—each bringing its own set of complexities. With tight schedules and evolving creative demands, flawless execution was essential.

One of the primary challenges we faced was managing multiple high-tech installations simultaneously. The shoot involved numerous sequences, each requiring different effects, from synchronized laser systems to immersive video projections. This meant that precision was key—every element had to work seamlessly with the others, and there was little room for error.

Adding to the challenge was the experimental nature of some setups. We worked closely with the production team to innovate on-site, adjusting the rigging systems, experimenting with different laser angles, and recalibrating the projections to ensure the perfect visual balance for each shot. Despite the need for flexibility, the schedule remained tight, with only two days to complete a complex technical setup and ensure flawless performance during filming.

Through meticulous planning and real-time problem-solving, the Laser Saga team delivered beyond expectations. Every element, from the laser installations to the video projection mappings, was flawlessly synchronized with the creative direction, producing a stunning final result that showcased the future-forward vision of Expo 2020 Dubai.

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