Brand | SAMSUNG GULF ELECTRONICS |
Product/Service | GALAXY NOTE5 |
Entrant | CHEIL MENA Dubai, UNITED ARAB EMIRATES |
Category | Direction |
Entrant Company
|
CHEIL MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
CHEIL MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
BAZOOKA FILM PRODUCTION Dubai, UNITED ARAB EMIRATES
|
The Campaign
A mechanic is working the graveyard shift in a car junkyard. He starts to tell an incredibly riveting story about a man who believed he could turn back time by walking backwards. The mechanic’s intense story is captured from different angles, often showing details of his surroundings and his expressions – but never really showing whom he is telling his story to. As the mechanic’s story reaches a climax and he reveals the real reason for the man walking backwards, this when we reveal that the mechanic was actually telling his epic story to someone or rather something totally unexpected – a bobble head toy on his forklift who is simply nodding its head as if attentively listening and agreeing to whatever the mechanic was saying.
Creative Execution
The Samsung Short Film Contest was created in collaboration with The Dubai International Film Festival to reach out to aspiring independent filmmakers in the UAE and help them launch their career. To encourage participation, we launched a film to communicate a simple truth – although having a great story matters, having the right audience and opportunity is just as important.
To show this, we wanted to tell a riveting story that would draw our viewers in. As we were speaking to aspiring filmmakers, this film was shot using techniques that would appeal to them – from the way subtle details were shown, the raw sound design and ambient lighting, down to the different camera angles and point of views – things that aspiring filmmakers could relate to and appreciate. The set design and location of a car junkyard was also based on the story that our main character was telling. This made the narration and delivery more compelling and convincing. This dramatization would lead up to the reveal at the end of the film. Ultimately driving home our message: that if you have a great story, find the right audience with the Samsung Short Film Contest.
Credits
Omar Al Jabi |
Cheil MENA |
Executive Creative Director |
Bosky Cherin |
Cheil MENA |
Associate Creative Director |
James Tan |
Cheil MENA |
Senior English Copywriter |
Hussein Kaddaha |
Cheil MENA |
Senior Arabic Copywriter |
Santosh Singh |
Cheil MENA |
Creative Services Manager |
Mayssa Azem |
Cheil MENA |
Agency Producer |
Jun Sun Park |
Cheil MENA |
Group Account Director |
Nitin Baweja |
Cheil MENA |
Account Director |
George Bezhazi |
Cheil MENA |
Account Executive |
Azza Abou Al Magd |
Bazooka Film Production |
Executive Producer |
Mik Allen |
Bazooka Film Production |
Director Of Photography |
Mohamed El Zayat |
Bazooka Film Production |
Director |
Ali Ahmed |
Samsung Gulf Electronics |
Head of Brand Management |
Murielle Kiwan |
Samsung Gulf Electronics |
Manager - Corporate Communications |