2018 Winners & Shortlists

Brief Explanation

This film unfolds how Saudi millennials really look, act and behave nowadays, as real as it gets. They express in all shapes, forms, words, sign language, colors, a move & love. Rabea's Tea product called "Express" shares with the youth their wonderful "expressions", the supers literally say “Express” in Arabic (a transliteration of “Express” in English: a spelling trend that has been commonly used online in Saudi, connecting with young people who consume content in English). For example, it says “Express Online” (transliteration of both words) when the lady is using Snapchat filters and “Express Offline” when the guys are dancing in the streets and doing other stuff. Keeping the Word Express in English at the center of our communication hammers on the product name "Express" while giving a modern, hip dimension to the film.

Execution

The Direction was designed to challenge Saudi’s understanding of its youth and the diversity of expressions they are capable of, the film is about eliminating stereotype and celebrating the freedom millennials have in KSA. The direction is a hybrid of documentary filmmaking and portrait editorial. We set out to film that was not only stylish but packed with meaning for the freedom of youth.