Brand | MEZZAN HOLDING COMPANY (KSC) |
Product/Service | KITCO BONJOUR |
Entrant | BEATTIE + DANE Kuwait City, KUWAIT |
Category | Direction |
Idea Creation
|
BEATTIE + DANE Kuwait City, KUWAIT
|
Media Placement
|
SLINGSHOT Kuwait, KUWAIT
|
Media Placement 2
|
MAGNA GLOBAL Dubai, UNITED ARAB EMIRATES
|
Production
|
BEATTIE + DANE Kuwait City, KUWAIT
|
Production 2
|
WONDERFUL PRODUCTIONS Beirut, LEBANON
|
Brief Explanation
A lunar module detaches in the sky as it prepares for its landing on the moon. A door opens and an astronaut climbs down a ladder to take man’s first steps on the moon. As the astronaut begins to explore his surroundings, the narrator calls into question the believability of this historic moment just as flaws in the setting start to be revealed. As the astronaut turns around we notice a film crew in the reflection of his helmet. It's a hoax! We see an alternative story, it’s Stanley Kubrick in the foreground sitting on a director's chair as various crew members of a film set are introduced. The narrator reveals that this seems to be another half-baked story to add to the books. One of the crew members breaks character while eating a croissant claiming that not all things are baked right like KITCO Bonjour products.
Execution
The narrative is built around the reveal of one of the most debated hoax theories. To recreate the original footage wasn't enough. It was the details around how the viewer would become part of the narrator's monologue in discovering the flaws in the footage. Special care was taken to insure the authenticity of camera movement, light, space suit, art direction, and many other details in order to recreate a moment of time that many have not seen fully. The film studio needed to also feel real for the viewer to jump from one reality to the other. The steady movement of the camera as the astronaut turns for the big reveal. The lead into the story that was baked which would set the stage for the final transition into the product being revealed as the juxtaposition to the hoax being something that was actually baked right.
Credits
Dana Alhanbali |
Beattie + Dane |
Managing Partner |
Anes Al Rayes |
Beattie + Dane |
Executive Creative Director |
Aziz Al Jasmi |
Beattie + Dane |
Director |
Mostafa Faramawy |
Beattie + Dane |
Executive Producer |
Nawal Murib |
Slingshot |
Managing Partner |
Nizar Wannous |
Slingshot |
Managing Director |
Majdi Ghanem |
Magna Global |
Senior Media Manager |
Seema Shenoy |
Magna Global |
Digital Director |
Paul Sabbagh |
Wonderful Productions |
Executive Producer |
Rytta Mezher |
Wonderful Productions |
Producer |
Elie Khayat |
Wonderful Productions |
Production Manager |
Yves Sehnaoui |
Wonderful Productions |
DOP |
Lionel Soria |
Wonderful Productions |
Art Director |
Wael Boutros |
Wonderful Productions |
Wardrobe Stylist |
Rachel Lahoud |
Wonderful Productions |
Casting Director |
Corine Shawi |
Wonderful Productions |
Assistant Director |
Elie Khater |
Wonderful Productions |
Special Effects make up artist |
Charbel Chidiac |
Wonderful Productions |
Packshot Manager |
Raja Saade |
Wonderful Productions |
Rigging team |
Amr Rabee |
Wonderful Productions |
Editor |
Karim Mira |
Lizard VFX |
Colorist |
Color Grading |
Lizard VFX |
Color Grading |
CGI |
Mercury Visual Solutions |
CGI Team |
Hosni Ali |
The Garage |
Sound Design |
Links
Video URL