ITB Oman 2024
It’s been a huge pleasure to show direct the ITB Opening Ceremony for Battle Royal Studios and Jack Morton Worldwide casting the Beauty of Oman into a slick show format complete with dancers, aerialists, actors, Omani cultural groups and the Oman Royal Symphony Orchestra.
Task
Creating the Opening Ceremony for host country Oman at ITB 2024.
The opening ceremony wasn’t just an event; it was a bold celebration of tourism and culture. With key figures like Berlin’s Mayor Kai Wegner and UNWTO’s Secretary-General Zurab Pololikashvili in attendance, the message was clear: global collaboration is the future of tourism.
What set our showcase apart? A 100m-wide LED wall that transported the audience into Oman’s vast landscapes, vibrant communities, and even underwater scenes with live performers and stunning 3D sound.
Highlights included a surreal undersea experience featuring a majestic whale and dancers “floating” in sync, merging tech and artistry to captivate minds and hearts.
Oman’s vision for sustainable tourism by 2040 came alive through an experience that moved beyond visuals—this was storytelling that engaged every sense.
The result? A ceremony that left both the audience and press in awe, proving that creativity is the bridge between cultures.
Management
Ministry of Heritage and Tourism of the Sultanate of Oman, Make The Change
Client
Jack Morton Germany
Lead Agency in cooperation with Messe Berlin.
Battle Royal Studios
Creative Agency
Dino Celjo
Producer
Concept & Creative
Achim John
Creative Director
Paul Boschi
Executive Producer
Celine Moison-Peters
Creative Producer
Judith Hoch
Executive Producer BRS
Andy Machals
Show Director
Alessia Avallone
Production Assistant
Creative Production
Jesse Milliner
Musical Director
Capture Media
Video Production
Stefan Spendier
Video Producer
Denis We
Choreographer
Florian Bücking
Aerial Coordinator & Aerial Choreographer
Kai Gaedtke (Take 7)
Aerial Rigging
Minou Moallem, BignaItten, Pantea Neukuienia, Chiara Radelja, Leonie Nele Seidlitz, Selin Holzer
Dancers
Susana Beiro-Shelper, Brennan Figari
Aerialists
Royal Oman Symphonie Orchestra, Abna Al mazarie, Al Majd
Talents
Images by Andy Machals, Taimoor Khan, Brendan Shelper.