2014 Winners & Shortlists

Brief Explanation

The entire commercials is based on the rhythm of a heartbeat and takes us on a journey across the many exciting and sometimes surprising things cadets get up to. From screwing on a part onto a tank, to the chest pounding of a fighter pilot breaking the speed of sound, to a pulse on the sonar screen to the beat on a drum, and so forth. All the sounds of activities mimic sound of a heartbeat as the visuals take us on an exhilarating journey through quick cuts, culminating in the formation of a silhouette representing a proud UAEAF soldier. This is done by juxtaposing all the images on different layers to form the frame or silhouette of a proud UAEAF soldier. This audio/visual technique allows us to link several scenarios together with the heartbeat sound pneumonic, ending on the proud soldier’s beret badge which is a precursor to the UAEAF logo and tagline that come in sequence with the rhythm of a heartbeat.