Al Noor and Majid Al Futtaim campaign goes viral

Time Out Dubai has video of the powerful new campaign from Al Noor Training Centre for Persons with Disabilities and Majid Al Futtaim that has gone viral

A powerful new campaign has been launched between Majid Al Futtaim and Al Noor Training Centre for Persons with Disabilities, with a video for the partnership going viral.

Titled ‘Not Just Special But Super’, the four-minute clip on the Facebook page of City Centre Deira, a MAF outlet, has been viewed almost 300,000 times in a week.
Highlighting every child’s desire to be a superhero, Al Noor know that just being ‘normal’ is an achievement for those they have worked with stretching back to 1981. As they say, ‘superheroes don’t always have to wear red and blue tights or a black cape, sometimes superheroes can be young special needs children fighting uphill battles’.
So, using state-of-the-art technology to map the children’s faces, MAF and Al Noor have created a series of superhero figurines with the faces of the children from Al Noor
The video tracks the process with the help of voiceovers from the children explaining who their favourite superhero is and how what special powers they like most. Computer graphics also show the children firing webs from their hands, running like Flash and even growling like Batman.
As part of the conversations, children discussed how they would be a black and blue cloaked Batwoman, a cricket-pad wearing Thor, a green Spiderman, and even Supergirl, whose weapon of choice was a tennis racket.
These imaginations were then digitally converted and the face scans ‘meshed’ on to the bodies using special software, painstakingly fine-tuned for posing, and eventually 3D printed to life in the form of a 15 cm figurine. The video ends with the surprise presentation.
In the 35 years since opening, Al Noor has grown from having just eight children in Jumeirah to catering for many more with a robust training and education programme covering music, art, sports, cookery, woodwork and more.

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