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
For our evocative Brand Film, we really wanted the sound design to be an extension of the cinematography, to draw in the audience into our film as much as our editing and footage does. Each sound is designed to immerse the audience into our journey, but also to amplify and heighten their emotions at the right moments throughout our film, from moments of pure intensity and chaos to moments of spirituality and silence. We also wanted to ensure our sound design did not compete in any way with our original music track we composed, but to complement it and work in harmony with it in a balanced and realistic way.
We wanted to also stay true to authenticity in our film, so we captured many of our sound effects from real-life locations we filmed in across the Arab World, from streets crowds in Dahia, Lebanon, to actual rain showers in Southern Turkey. It’s the familiarity of these sounds that we wanted to use to tug at the heartstrings of Arabs, connecting to them in a more powerful way throughout the film.
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
Freelance
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