The Mohtawa movement offers Emirati content creators the opportunity to showcase their work, sell their work to brands and agencies, and actively contribute to a celebration of authentic Emirati identity.MENA-based culturally driven content platform Mohtawa (Arabic for “content”) has launched its Real Faces of the Emirates initiative – a creative competition designed to spotlight Emirati culture and storytelling through a local lens.
The initiative follows a recent ruling by the Federal National Council – the UAE’s consultative parliamentary body – which has banned non-UAE nationals from appropriating Emirati attire and vocabulary in advertisements and content creation. This ruling has far reaching effects not only in terms of promoting local talent and culture, but also on the current social media content, influencer partnerships, and online and offline marketing and advertising industry.
Mohtawa’s Real Faces of the Emirates initiative welcomes photographers and videographers to take the lead in capturing real Emirati moments, stories, culture, people and lifestyles.
Saeed Al Mheiri, Co-Founder of Arabeasy Media, told Campaign Middle East, “As an Emirati creative, this initiative means a lot to me. Authentic representation is essential, and giving Emiratis the platform to capture their own experiences is powerful. I’m excited to see the stories, emotions, and real faces that will come alive through this competition.”
Details about the Mohtawa competition for Emirati content
Centred around capturing authenticity, celebrating identity, and sharing the real Emirati story, Mohtawa has launched a 30-day challenge for photographers and videographers across the UAE to creatively capture what they feel it means to be Emirati.
Submissions are open. Selected entries from the competition will be showcased globally on Mohtawa’s platform, offering brands and agencies regulation-compliant, culturally accurate assets.
This means that beyond the competition, the Mohtawa initiative also offers photographers and videographers the opportunity to showcase Emirati content in their work, sell their work, and actively contribute to a significant movement celebrating authentic Emirati identity.
In conversation with Campaign Middle East, Emad Doughan, Founder of Mohtawa, added, “Real Faces of the Emirates is more than just a competition — it’s a movement. Winners will receive cash prizes, promotional exposure, the opportunity to sell their content, and access to curated workshops led by leading photography communities such as The 94 Project and Camera Therapy to further grow their creative skills.”
Doughan added, “The UAE’s new policy is a powerful step forward in protecting its national identity at a time when anything can be generated or impersonated. Through this initiative, we’re not only celebrating the authenticity of Emirati people — we’re showing the world what they have achieved and how they are building towards an ambitious future.”
Beyond the competition, Mohtawa is also hosting workshops and community activations to nurture emerging Emirati creative talents.
Through initiatives such as these, Mohtawa intends to empower MENA creatives and help brands access culturally authentic content, partner with MENA’s creatives, and benefit from AI-driven solutions.
