2016 Winners & Shortlists

The Campaign

The tale of recharge cards manufacturing: a horde of devoted genies relentlessly work on different stations to produce the magic dust-filled recharge cards giving consumers unprecedented everyday value, granting them all their telecom wishes, to then reveal and celebrate the new recharge cards.

Creative Execution

Before filming, we started by sketching and creating a very detailed concept art for every feature, element, machine and angle of the factory. A devoted and passionate army of young concept artists worked around the clock to bring to life the concept art, weeks before shoot. We then started by building the shots in CGI to then shoot the film accordingly on chroma. The camera angles created depth for the film; balancing between showcasing the grandiosity of the factory and, focusing on the red genies of small height. The mix between wide and close up shots delivers on the impressive physical environment and capture the emotions of the factory genies. The high contrast lighting emphasize on the dramatic aspect of the film and contribute to the overall depth and majestic feel of the factory. Working on the music and sound effects, we needed to accompany the visual grandiosity of the factory while keeping an Egyptian to it. This is why we went for foreign string instruments, commonly used in epic movies, creating anticipation and giving a grandiosity feel, all while incorporating a true Egyptian string instrument (rababa), creating an epic and majestic fusion.