2019 Winners & Shortlists

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 anything relevant about the direction.

For the vision to come to life it was important to recognize that a nod to nostalgia would help set the tone but need to be elevated or remixed to showcase a new era for KITCO. The visual concept was to create a distinct contrast between old and new, creating a beautiful modern reinterpretation of what our culture is today. A remix, something new and cool inspired by traditions we know. Incorporating visuals from nature that would balance out the movements of the choreography was key in developing the narrative. The intensity of the music, another nod to familiar sounds and traditional dances, would serve as the energy to transition between old world and new world. Because the narrative needed to feel authentic, the usage of handheld freestyle cameras at different points along with mixing media like vignettes, VHS and iphone videos complimented the dynamic choreography adding depth and perspective.