2016 Winners & Shortlists

THE DROP

Bronze
BrandTARSHEED
Product/ServiceWATER CONSERVATION AWARENESS
EntrantMEMAC OGILVY & MATHER Doha, QATAR
CategoryCinematography
Entrant Company MEMAC OGILVY & MATHER Doha, QATAR
Advertising Agency MEMAC OGILVY & MATHER Doha, QATAR
Production Company THE FILM HOUSE Doha, QATAR

The Campaign

We open on the mass expanse of a desert-scape. The midday heat is dancing off the sand, twisting the at horizon. Sand blows from the tops of rolling dunes. A lone, gnarled tree is dwarfed by the sharp, rock outcrops in the distance. Two riders cross the flats on camel back. They are miniature on the horizon. The hunches of the camel rise and fall as the rider steadies atop. Hassan’s lips are cracked and breaking. His gaze is empty and fatigued. A drop of water falls on the rocky, arid desert floor. Another and another. Mohammed notices the water dripping from Hassan’s leather water bag, which is dangling from the side of his saddle. Mohammed shouts,“Ya Hassan!” as he trots to his side. Using his riding stick, he pokes at Hassan’s water bag, which is dripping. Hassan unfastens the bag, lifts it and takes a drink. He nods in appreciation to Mohammed as he continues forward through the desert. Hassan ties the bag extra tight and reattaches it to his saddle. The two continue through the endless desert. They are miniature again as they cross the crest an endless dune.

Creative Execution

The cinematography and set design of this film was vital to creating the intended atmosphere. Expertly shot by an award winning cinematographer the Drop is a cinematic experience that lives on in the viewer’s minds long after the end slate. An impeccable eye, sensitive compositions, dynamic creativity and lighting techniques guaranteed that The Drop was in the best hands (and eyes) possible. All elements of the Drop were historically accurate and rich in texture and tone. Drawing reference from classics like Lawrence of Arabia and modern masterpieces like Theeb, we created a cinematic experience like never seen before. Utilizing Qatar’s unique and diverse landscapes, we transported the audience to the location. The dancing heat of the midday sun, the arid, rocky flats of the south, the rolling sand dunes and mountainous stone outcrops became almost central characters in the film. Through the use of rich tones we created the emotional connection to the characters a timeless yet historic atmosphere. Classical compositions were used for the imagery with a unique vision and homage to the masters. Seamless and memorable imagery was created using a combination of long still wide shots, beautiful booming cranes and even fluid Steadicam motion.

Credits

Name Company Role
Samer Abboud Memac Ogilvy/Mather Managing Director
Paul Shearer Memac Ogilvy/Mather Chief Creative Officer
Flavio Zanni Creative Director
Youssef Gadallah Memac Ogilvy/Mather Creative Director
Anneka Connor Group Account Director
Lamia Khatib Memac Ogilvy/Mather Arabic Copywriter
Justin Kramer The Film House Director
Chris Moon The Film House Director Of Photography