Film Photography Makes a Comeback in Advertising

Aug 4, 2026

77 min

Aug 4, 2026 10:31

Shooting on film is back, and it's becoming advertising's most coveted craft

## A Return to Film

In recent years, the advertising industry has seen a resurgence in the use of 35mm film for shooting commercials. This trend is not driven by nostalgia but by a new generation of filmmakers who appreciate the unique qualities of celluloid. Unlike digital, film offers a distinct texture and way of capturing light and skin tones that digital technology cannot replicate.

## The Challenges of Film

Shooting on film presents several challenges, especially in regions like Dubai where film stock must be imported from Europe. Once the footage is captured, it must be sent back to Europe for processing, making the entire process costly and time-consuming. Despite these hurdles, the commitment to film is seen as a mark of quality and dedication to the craft.

## Dubai's Growing Film Scene

Dubai is rapidly becoming a significant player in the global film production landscape. The city is attracting international talent and fostering a local industry that matches the standards of major film hubs like London and Los Angeles. This ambition is reflected in the choice to shoot on film, which is seen as a testament to the region's commitment to high-quality production.

## Case Study: Casio Campaign

A notable example of this trend is a recent campaign by The Company Films for Casio Middle East. The commercial was shot entirely on 35mm film using an ARRI camera and Kodak film stock. The project highlights the unique warmth and authenticity that film can bring to a commercial, setting it apart from digital productions.

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