Our provocative Brand Film for Al Jazeera Arabic takes a journey through the most opinion-sparking scenarios of the Arab World, from politics to migration. As the region’s largest Arabic news network, our film daringly answers our network’s criticism of being biased and one-sided, by poignantly revealing all the diverse viewpoints our network supports, no matter how opposing they are. Because when it comes to our commitment to diverse reporting, no opinion can be wrong.
Creative Execution
The direction behind our film is intended to be highly immersive. We wanted to transport our Arab viewers on a visceral journey across the region they call home, to relive the volatility and dynamism of everyday life here, but through the lens of Al Jazeera Arabic. The camera movements evoke the behavior of a real person witnessing real-life situations, as if the viewer is standing there among protestors, gunmen or refugees risking their lives. However, we wanted to ensure that each scene is portrayed with utmost objectivity, never giving certain cast members importance over others.
The constant movement of both the camera and actors is purposely in parallel with the constant change seen in our region, never fixed or set in stone. We wanted each scene to spark a distinct feeling, with great attention spent on details and physical surroundings to add authenticity to each moment, but also to the overall character and identity of our film.
The aesthetics and compositions of each scene is also arranged to feel as true and unfiltered as possible, yet has a sense of elegance and fluidity to it, showing Al Jazeera Arabic as a vivid reflection of our diverse region and its perspectives.
Credits
Name
Company
Role
Jummana Al- Kahlout
Al Jazeera Arabic
Marketing Executive
Salma Abdalla
Al Jazeera Arabic
Marketing Executive
David Meadows
Freelance
Director of Photography
Steven Gerges
Dèja Vu
Producer
Paul Tyan
Freelance
Music Composer & Sound Designer
Georges Yazbeck
Feelance
Photographer
Paul Shearer
Memac Ogilvy
Chief Creative Officer
Ramzi Moutran
Memac Ogilvy
Executive Creative Director
Sabia Fatayri
Memac Ogilvy
Senior Art Director
Kareem Shuhaibar
Memac Ogilvy
Senior Copywriter
Maya Al Kai/Mohammad Selmi
Memac Ogilvy
Arabic Copywriter
Tarek Bawab
Memac Ogilvy
Senior Visualizer
Tarek Shawki
Memac Ogilvy
Business Director
Evan Kearney
Memac Ogilvy
Planning Director
Sandra Henein
Memac Ogilvy
Senior Account Manager
Diana Al Zubeidi
Memac Ogilvy
Account Executive
Omar Chehayber
Memac Ogilvy
Account Executive
Waleed Fareed
Memac Ogilvy
Planner
Abdulla Al-Najjar
Al Jazeera Arabic
Executive Director of Global Brand & Communication
Satnam Matharu
Al Jazeera Arabic
Director of Brand/Marketing/Communications
Kayoko Nidsaid
Al Jazeera Arabic
Global Marketing Manager
Mohamad Zaoud
Al Jazeera Arabic
Head of Marketing/Middle East/North Africa and Regional News Channels