2013 Winners & Shortlists

Results and Effectiveness

The installation didn't have any lucrative goal. The objective was to project a sense of unity and brightness to celebrate the season. Hundreds of workers crossed the halls throughout the month being hit with the massive imagery of the display. Our objective, to project a hopeful mood and optimistic feel for Ramadan was achieved by the illuminating theme of the pictures. It’s an approach I think would also work well with other religions’ holidays.

Creative Execution

The Creative Department of MBC Group carried out creative work and we were responsible for the execution including production and installation. Each model had two principle images taken: one receiving a large lantern from his or her left (Position A), then a second image where the model passed the lantern on to the next recipient (Position B). There would be 24 panels in total, 17 on the first and 7 on the second of the two walls around the corner from each other. Each panel would be huge – 1X2 meters each. We printed all the panels overnight using a Flatbed UV direct print to prepare for next-day installation. The lenses that we used were 22 LPI. But that next day was a 36-hour marathon of building. To display the panels we had to build a free standing custom display case that was illuminated from behind.

Insights, Strategy and the Idea

“Shine-a-Light” is a project commissioned by the MBC – a free-to-air, pan-Arab, news and entertainment broadcaster – for the month of Ramadan for their Group Head office. Ramadan is considered the holy month of Islam, put simply – a month of fasting and repentance mandated in the Qur’an. The objective would be to create a piece that projected the enthusing elements of the month. MBC wanted a quick turnover, a challenge we accepted. It seemed like an impossible task within the time frame offered, but it challenged us to achieve something beyond what we had accomplished before. The brief was to allow employees and visitors to see a lantern changing hands along a sequence of posters as they walk through the corridor of the main lobby. The project called for showing different individuals who represent various departments of MBC, grabbing and then passing a lantern across a corridor-long display.