2015 Winners & Shortlists

Brief Explanation

Advertising hasn’t been fair to Egyptian mothers; always projecting the unattainable image of THE super mom, who juggles a job, housework, takes care of her well-behaved children and still manages to look great. How real is that? Not at all. In reality, motherhood is a long tough journey, and sugarcoating the ups and downs of motherhood will be immediately detected by the mothers as not genuine. To tell the story of an Egyptian mother, we aimed for getting into the details of her life with her kids. The cinematic language changes and goes into specifics, through the use of the Black Magic camera in some of these shots, to give you the feeling that you're in the shoes of the mother. Also the repetition of the framing of certain shots in different chapters in the mother's life suggests that some things will never change; like the love of a mom to her children no matter how old they are. In portraying the true essence of motherhood, Juhayna acknowledges that motherhood is not easy but totally worth it!