Omar Almahri: Reshaping Emirati representation in film

At just 23 years old, Emirati director and artist Omar Almahri has an insane editorial track record. Based in Abu Dhabi, UAE, he’s shot content for Gucci, Les Benjamins, Emergency Room Beirut, Christian Louboutin, GQ Middle East, and Adidas to name a few. Over the years, Omar dabbled across a breadth of mediums until filmmaking claimed his heart and propelled him into the realm of cinema. Now, he’s focused on something beyond the commercial: bringing Emirati stories to life with an authenticity that only an insider can offer. 

Absorbed in the world of art from a young age, Omar sprouted an involuntary limb when he was handed his first camera, one that trailed him into the industry. “My journey began when I was ten, and my sister bought me a camera to document our family,” Omar shares with Dazed MENA. “I quickly adopted it as my own, and it became my constant companion, igniting a lifelong passion for visual storytelling.” Despite this immediate hold, he initially saw art as an indulgence as opposed to a career. 

Not long after, brimming with ardour and indecision, Omar led himself deeper into the field than anticipated. “With that same camera in hand, I ventured into the industry, filled with enthusiasm but uncertain about my true artistic path,” he explains. Perusing through filmmaking, photography, and fashion design, Omar shadowed myriad sparks until one finally caught fire. “Each experience broadened my skills and deepened my love for filmmaking. As I experimented with different art forms, I sought to prove my capabilities before anyone else.”

Omar initially faced classic parental apprehension over pursuing art as a profession. “For a long time, I sensed some concern from my family, who viewed my artistic pursuits as a passing phase,” he shares with Dazed MENA. “It’s understandable, as they weren’t familiar with this world and hadn’t been introduced to it themselves.” The artist’s intermittent shifting between mediums didn’t help, but this did little to derail his focus on finding his true calling. “Now that I have clarity about my direction, I feel ready to flourish and bring my dreams to life.”

The reticence about his career choice soon dissolved with Omar’s success. In 2023, he directed a campaign for Pharrell Williams, whose brand Human Race was collaborating with Adidas Originals. “When I first heard the news, I was so excited that I couldn’t sleep and eagerly waited until my mom woke up the next morning to share the news with her… I wanted to show her just how far this journey could take me,” Omar reveals. He ended up shooting and editing the campaign to kaleidoscopic, sandscape perfection, bringing a fresh new way to see both brands. “What truly made this project a defining moment in my career was witnessing my family and others around me—including myself—shift their perspective and recognise directing as a legitimate career path,” he explains. 

Given the centrality of familial understanding in Omar’s journey, it’s no surprise his mother remains his strongest (and most wholesome) source of drive. “My greatest motivation is my beloved mother,” Omar states. “Watching her make countless sacrifices for my siblings and me inspires me to always strive to make her proud.” His deep-seated gratitude also shapes his creative drive, prompting him to share his story and showcase his culture with all the responsibility that brings. “I understand that shaping our culture requires a lot of hard work, and this effort motivates me to rise each day with ideas that resonate with my personal experiences and our collective heritage. I’m committed to putting in the dedication needed to make a meaningful contribution to this journey.”

In this vein, Omar envisions a future where his work helps redefine how Emiratis are seen within the creative field. “Whenever I travel and meet artist friends or their acquaintances, I find that they’re surprised to learn that I’m Emirati and on a creative journey,” Omar remarks. “I want to change that perception and make it more common for people around the world to see Emiratis in the arts… I hope to inspire the younger generation in our community. I want them to see that pursuing a path as an artist can bring hope and lead to the development of more authentic voices within the UAE.”

On a broader scale, Omar has long observed the phenomenon of Western filmmakers and creatives coming to the UAE to work on films, campaigns, and projects that tell Emirati stories. As he sees it, such stories deserve to be told by those who have lived them. “While some of their work is truly impressive and deserves recognition, I believe it’s important for me, as an Emirati, to have a role in shaping these narratives,” the young director affirms. “I want to ensure that our stories are represented authentically and resonate with our experiences. My goal is to enhance the portrayal of our culture and share the untold aspects of our heritage, not just regionally, but on a global scale.”

And he’s only just getting started. Omar’s latest project is a short film for the Sudanese brand SN3, which explores love in all its iterations and dimensions. The film touches on the bond between brothers, the relationship of a grandmother and granddaughter, and the affection shared between a couple. “It portrays the sincere, real love that resonates with all of us, and I’m eager to share it,” Omar imparts. Exactly where his talent will take him next is anyone’s guess, but it’s bound to be worth watching.