Our solution

A creative solution for Qatar Tourism and the world's greatest footballers.

Client: Qatar TourismCreators: The Film House, Framework Productions, Goodship, Smile Films, Matthew Hopper

The challenge

Qatar Tourism needed a global partner to support their large-scale, international campaigns to leverage their sponsorship with one of the world’s best football teams, the star-studded Paris Saint-Germain (PSG). 

Working with such a high-profile partner featuring the best football players in the world, Qatar Tourism needed the best social content to match. Distributing the assets across YouTube, TikTok, Facebook and Instagram, the ads would promote Qatar as a desirable holiday destination that provides positive and diverse experiences.

The approach

Since 2021, Genero has worked with Qatar Tourism and PSG to develop branded content that highlights the vibrant, authentic and welcoming personality of Qatar through the connective power of football, whilst working with the biggest names in the sport including Lionel Messi and Neymar Jr.

As a result, three highly original and emotive videos were produced highlighting the spirit of Qatar and featuring the positive energy of PSG’s talented stars. The multi-city campaigns were shot throughout Qatar and Paris, using inventive ways to get players and the people of Qatar closer together.   

The final films perfectly combine the connection and community found throughout football and the country of Qatar, helping portray Qatar as a friendly, desirable destination whilst making the most of the PSG partnership through action and emotion.

The results

Total results from all three campaigns

total impressions
total views
total web visits

The work

Discover The Spirit of Qatar

Embodying Qatar’s adventurous spirit, this campaign combines cutting edge live-action footage of the players, with a moment of animated transformation which opens a magical gateway to Qatar and the various experiences on offer to the traveller.

The World’s Greatest Kickabout

Following the journey of a PSG football from the home of PSG in Paris to the desert dunes and city parks of Doha, ‘The World’s Greatest Kickabout’ invites locals, tourists and PSG’s best players to join in on an epic football journey through the beauty of Qatar’s best destinations.

Football Beyond Borders

We filmed special surprise moments between fans and PSG players featuring face-to-face football challenges and signed merchandise for fans. These joyous moments were captured on location in Qatar, allowing Genero creatives to produce a video that embodies the positive and heart-warming spirit of both Qatar and ‘the beautiful game’.

The Film House's avatar

The Film House

flag for Qatar

Join now to view full profile
Framework Productions's avatar

Framework Productions

flag for France

Join now to view full profile
Goodship's avatar


flag for United Kingdom

Join now to view full profile
Smile Films's avatar

Smile Films

flag for Spain

Join now to view full profile
Matthew Hopper's avatar

Matthew Hopper

flag for United Kingdom

Join now to view full profile

Related work.

View more
View more