Brand | VODAFONE |
Product/Service | VODAFONE CREDIT SERVICE |
Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
Category | Direction |
Idea Creation
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Media Placement
|
MEC GLOBAL Cairo, EGYPT
|
Production
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
Additional Company
|
VODAFONE EGYPT Cairo, EGYPT
|
Brief Explanation
Our film is a beautiful contrast of the un-ordinary and the extraordinary. When presenting an innovation, we made sure its depicted in a startling manner; shock of the unexpected. The most staggering representation that is anything but predictable and that builds exhilaration and anticipating until the last minute.
From the first second, one can instantly identify the action theme basis of the film. The first seconds portray a secret document exchange taking place between a man and a woman; which is where the first reveal occurs. The intensity and tempo of the film grows rapidly with a genuine car chase between the villain and hero; an elderly actress. The second half of the film transfers into an even stronger reveal; a solid action-movie. Guns being shot, a car explosion and a physical fight between a professional mafia, and an old movie-actress who has only been known to perform motherly roles.
Execution
The director was successful in his ability to portray the heroin as someone who, despite her age and capabilities, could perform a hard-core action role as comfortably as someone who had done it a million times before. Through his close-up shots of her face, showing her as firm, confident and at ease performing her role, combined with the wide shots of the chase and action-based encounters, the director created a thrilling-dramatic mood that perfectly illustrated her intended role.
In order to be able to achieve the above, the director had to study the celebrity’s previous roles, sit with her, as well as train her to achieve such expressions and confidence; which was something she had never done before. He focused on details of her wardrobe, make-up, expressions, and body movement and took them to a different level, counting on the combination of all elements to carry her role perfectly.
Credits
Mai Azmy |
J. Walter Thompson Cairo |
Managing Director |
Mohamed Hammady |
J. Walter Thompson Cairo |
Executive Creative Director |
Hassan Elsada |
J. Walter Thompson Cairo |
Account Manager |
Omar Hilal |
Director |
Director |
Amir Adib |
J. Walter Thompson Cairo |
Senior Planner |
Heba Hosny |
J. Walter Thompson Cairo |
Senior Account Executive |
Hisham Ghamrawy |
J. Walter Thompson Cairo |
Senior Account Executive |
Ahmed Wahid |
J. Walter Thompson Cairo |
Senior Art Director |
Malek Sharif |
J. Walter Thompson Cairo |
Senior Art Director |
Reem Megahed |
J. Walter Thompson |
Production Head |
Shady Abdel Aziz |
J. Walter Thompson Cairo |
TV Producer |
Amr Ashraf |
J. Walter Thompson Cairo |
TV Producer |
Links
Video URL