Abu Dhabi Health Data Services (Malaffi) at GITEX 2025 — Event Video Production

Overview

Mirror Production House produced video and photography coverage for Abu Dhabi Health Data Services (ADHDS) — operators of Malaffi, the UAE’s first Health Information Exchange platform — during their presence at GITEX 2025 at the Dubai World Trade Centre. The brief was to document ADHDS’s booth, team activity, and key moments at one of the world’s largest technology events, producing content for the organisation’s own channels and communications.

Mirror Production House covered GITEX 2023 as a separate engagement.

Client

Client: Abu Dhabi Health Data Services — Malaffi
Industry: Healthcare IT, Health Information Exchange
Location: GITEX 2025, Dubai World Trade Centre, UAE
About the client: Malaffi is the UAE’s first Health Information Exchange (HIE) platform, connecting public and private healthcare providers across Abu Dhabi and enabling real-time access to unified patient records

The Production Challenge

Covering a specific exhibitor’s presence at GITEX is a different assignment to covering the event itself. The floor is dense, lighting conditions vary significantly between hall zones, and the client’s activity — meetings, demos, presentations — runs on its own schedule rather than a fixed programme. The crew has to be positioned for the right moments without disrupting the very conversations and demonstrations they’re there to capture.

The content also needed to work as standalone institutional material for ADHDS — not just as event documentation — meaning the quality bar was higher than typical exhibition floor coverage.

How We Approached It

We coordinated with the ADHDS team before the event to map out the booth layout, key activities, and any scheduled presentations or meetings. This allowed us to position cameras ahead of moments rather than reacting to them. Photography and video ran as parallel workflows, with footage reviewed during downtime periods to identify the strongest material early in the shoot.