Labels like ‘special’ don’t always do justice to these children with a handicap, their perseverance and desire to overcome handicaps makes them much more than just makes them ‘super’. While the word ‘superhero’ usually conjures up images of red and blue tights or a black cape and cowl, superheroes don’t always have to be Superman and Batman…sometimes superheroes can be young children fighting uphill battles just trying to be normal.

Using these insights Mediavest Dubai and their client MAF Malls, developed from scratch, a concept that brought to life the inner superhero of each of these special needs children, literally.

The inspiration was to take focus away from the children’s ‘disabilities’ and instead bring to light their ‘abilities’ in a fun, tangible and relatable manner.