2018 Winners & Shortlists

Brief Explanation

Directed in a single-shot, talking head style. The commercial opens with a long-haired woman, speaking directly to viewers. The empowered and confident woman begins by saying, “You know me well…”, and going on to list her other traits and achievements. Suddenly, challenging preconceived assumptions, the camera scales back and the woman removes her hair, revealing it to be a wig, to show her wearing a hijab underneath. The film closes with the statement ‘Before you judge us by the way we are covered, know us better.’

Execution

The director felt the script was brave, and saw that the execution had to feel just as raw and confident, so he to keep it bare, bold, and pure. If the client wanted to tell the world that this is the truth, then there should be no distractions from it. No cuts; No decor, no cinematic tools to prove a point. Just her, and her confident words. HE insisted on casting a bold, beautiful Saudi national. She had to embody the words she spoke, and she did. We shot 11 takes, but it was her 3rd attempt that made the cut, (even if her english accent is a little imperfect in it) It had the confidence that felt right to everyone on set.