2019 Winners & Shortlists

HOW IT BEGINS

BrandMEZZAN HOLDING COMPANY
Product/ServiceKITCO
EntrantBEATTIE + DANE Kuwait City, KUWAIT
CategoryUse of Original Music
Idea Creation BEATTIE + DANE Kuwait City, KUWAIT
Media Placement MAGNA GLOBAL Dubai, UNITED ARAB EMIRATES
Production GOOD PEOPLE Beirut, LEBANON
Additional Company SLINGSHOT Kuwait, KUWAIT

Write a short summary of what happens in the film.

The film opens to iconic shots of the Gulf region and begins to zoom into a familiar local neighborhood. We start to see different parts of this neighborhood on a mundane day when suddenly a boy with a jukebox appears and a traditional Kuwaiti chant is heard reminiscent of 1970’s classic Arabian melodies. A tune that represents everything about the blend of cultures within the city. The music starts to pick up in what sounds like a remix as we are introduced to different characters - Conservative, Progressive, Arab, Western. As they come together, we witness the start of a movement as something is about to begin. As the melody intensifies, the movements become more deliberate and forms of expression start to extend beyond dance and into fashion, chanting, driving and hair flips creating what feels like a collective movement... Something is coming... It Begins with KITCO.

Cultural/Context information for the jury

The culture of the Middle East is known to be expressive in nature. Through sound and elaborate visuals that are graphic and bold. However, there is still respect to the context of how things are expressed. KITCO is known to be a brand for families and generations. Kids grew up eating KITCO from parents who grew up with KITCO. However, today the term culture is broader and is influenced by diversity in what we see and hear. The concept of the film was built on creating a visual expression that would take the best of what we knew then and know now and remix it into something original and special for the progressive Arab audience of today. Something that felt of the time with distinct references to nostalgic beats and dance moves that an older audience would appreciate.

Tell the jury about the creation of the original music track.

The music played a huge role in the creation of this film as it would serve as the driving force behind the reinterpretation of culture. We invested time in researching old traditional tracks and their relationship to dance move to understand how we could find a way to reinvent the sequence of how repetition and chants would be incorporated. It was key to find points of overlap in culture with the sounds we used like the clapping and the dabbing to showcase how even a remix could feel familiar. The result became an electronic mix with an oriental flare that would set the tone for the entire film.

Credits

Name Company Role
Dana Alhanbali Beattie + Dane Brand Director
Anes Al Rayes Beattie + Dane Executive Creative Director
Mostafa Faramawy Beattie + Dane Executive Producer
Daniah Al Aoudah Beattie + Dane Creative Collaborator
Sabine Farah Good People Executive Producer
Nancy Sabagh Good People Executive Producer
Chantal El Haber Good People Producer
Lana Sennawy Good People Director
Tahoun Good People DOP
Wael Mandour Good People Assistant Director
Lionel Soria  Good People Art Director
Beatrice Harb Good People Stylist
Rita Girgis Good People Casting Director
Amr Rabee Lizard Editor
Karim Mira Lizard Colorist
Sary Hany Key 66 Music + Sound Design
Rudy Abushebl Good People Photographer
Romy Zalloum Good People Post Production Producer
Donia Refaat Good People Post Production Producer
Aslan Tarek Good People Post Production Producer
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