Brand | L' AZURDE |
Product/Service | JEWELLERY |
Entrant | FP7/RUH Riyadh, SAUDI ARABIA |
Category | Visual Effects |
Entrant Company
|
FP7/RUH Riyadh, SAUDI ARABIA
|
Advertising Agency
|
FP7/RUH Riyadh, SAUDI ARABIA
|
Production Company
|
ALLEYCAT Beirut, LEBANON
|
Brief Explanation
Our task was to create a film for L’azurde - a Saudi jewelry brand - featuring various collections and linking them to different occasions.
Marketing Jewelry to women in KSA has always been a challenge, especially finding balance between traditional conservative views and the need to stand out, and even attract attention by accessorizing a cultural dress code…
With a shoestring budget, and the challenges of a Saudi brand telling a Saudi Love Story, we created the…
“Walk of Life”
A story told by hands.
‘Walk of Life’ is an emotional love story of two people told by jewelry, using hands to personify characters to deliver the narrative.
Creative Execution
Our characters/hands were shot against a Chroma in a studio, where tracking points and cubes helped get the right camera angles, tilts and movements. All environments were created from scratch in 3D, with some props built as miniature models to add realism of the final product.
With a tight schedule, it was essential the cast got each scene right quickly, so a table was set up for them to master their technique in between shooting.
The animation began with modeling the environments. With a 3D camera tracker we were able to analyze footage, master the right camera motion, and capture camera angle and movement. Then we were able to align 3D models and lock off each scene.
Details were achieved in post by compositing hands, adjusting the lighting, color grading and hue adjustments.
More than just a love story, the Jewelry had to be the real hero.
Credits
Dany Azzi |
FP7/RUH |
Creative Director |
Ounsy Nassar |
FP7/RUH |
Art Director |
Najla Alolayan |
FP7/RUH |
Copywriter |
Fares Zoughaib |
FP7/RUH |
Head Of Digital Unit |
Tony Haswani |
Alleycat |
Director/Art Director |
Elias Haswani |
Alleycat |
D.o.p. |
Ricardo Tohmé |
Alleycat |
Art Director |
Rim Shamy |
Alleycat |
Post Producer |
Elie Banna |
Alleycat |
Post Producer |