In 2026, the arrival of the BYD Shark 6 in Iraq was anything but discreet. To mark the model’s official market entry, BYD Iraq partnered with Khumra Group—acting both as advertising agency and production company—to deliver a campaign designed as a visual spectacle rather than a conventional car commercial. Built to international standards of direction, cinematography, and visual technology, the project positions itself at the crossroads of advertising, cinema, and contemporary art.
A striking metaphor to capture attention
The creative idea, conceived by director Muhaned Abu Khumra, rests on an unexpected symbol: a shark fin gliding through the streets of Baghdad. In a river-based country with no natural presence of sharks, the image is deliberately provocative. It disrupts familiar visual codes and immediately establishes a sense of intrigue.
The concept answers a precise creative challenge: how to bring the spirit of the Shark 6 into an urban environment without relying on the usual automotive clichés. The response takes a cinematic form. The fin moves through the city as if asphalt were water, evoking power, confidence, and fluid motion. The metaphor becomes a visual signature—unmistakable, bold, and designed to linger in memory.
Baghdad as both setting and narrative force
Filming unfolded across carefully selected locations that highlight Baghdad’s landmarks and architectural character. Live-action sequences were combined with advanced 3D visual effects enhanced by artificial intelligence, creating a seamless blend between reality and digital imagery.
Rather than neutralizing the local context, the campaign places Baghdad at the center of the story. The city is not a backdrop but a narrative force, where global design language meets local identity. This dialogue between place and symbol gives the campaign a dual dimension: international in ambition, distinctly Iraqi in presence.
Production values inspired by cinema
From a technical standpoint, the project adopts the codes of high-end film production. Shooting was carried out using ARRI Alexa 35 cameras paired with Signature Prime lenses, ensuring exceptional dynamic range, rich color depth, and cinematic clarity. Camera movement, lighting, and postproduction were orchestrated with precision to elevate the film beyond a traditional product showcase.
The result is conceived as an immersive experience. The vehicle is introduced not through technical description, but through atmosphere, rhythm, and visual storytelling—transforming the launch into a narrative moment rather than a simple commercial message.
A showcase for Iraq’s creative evolution
Beyond promoting a new model, the campaign stands as a statement about the evolution of Iraq’s advertising and production sector. Led by Khumra Group and driven by Muhaned Abu Khumra’s vision, the project demonstrates how local creative teams can deliver work that competes on a global level while preserving a strong cultural signature.
Titled “The Arrival of Power in Baghdad | 2026” and released in Iraq in December 2025, the campaign reflects a growing ambition within the country’s creative industries: to craft bold visual narratives that speak both to international audiences and to the identity of Baghdad as a city of motion, resilience, and modern aspiration.
