2019 Winners & Shortlists

ONE. MORE.

BrandUNDER ARMOR
Product/ServiceSPORT APPAREL
EntrantUNDER ARMOUR Dubai, UNITED ARAB EMIRATES
CategoryCinematography
Idea Creation NOMADS Dubai, UNITED ARAB EMIRATES
Production DEJA VU Dubai, UNITED ARAB EMIRATES
Production 2 MANGO JAM STUDIO Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film.

Under Armour answers the question on the mind of everyone who’s willing to take training seriously: how many reps does it take to become an athlete? Truth is, ‘enough’ is not a number. Progress is about giving it ‘one more’ every time the body wants to call it quits. Micro-influencers from across the Middle-East are seen pushing themselves to their personal limits, and beyond, in a universe where their entire existence is focused on training.

Cultural/Context information for the jury

To give the film for Under Armour local resonance and significance we filmed at a Middle-Eastern location the region has forgotten about: the never completed site of the Tripoli International Fair in Lebanon. Designed by world-renowned Brazilian architect Oscar Niemeyer, construction of this landmark was never finished because of the Lebanese Civil War. Its state today, after decades of neglect, is sadly appalling. With our lighting and art direction we wanted to show the abandoned, run-down site as the glorious architectural masterpiece it was meant to be. Since filming, the site has been nominated to become a UNESCO World Heritage site.

Tell the jury anything relevant about the cinematography.

The abandoned site of the Tripoli International Fair, the director had found a meaningful location most people in the region had forgotten about. By daytime though, it’s very clear that construction of this site was never finished during the early 1970s and that it has not been maintained for decades. Its current state is run-down and appalling, far from the architectural masterpiece that could have put Tripoli and the region on the world map in such a positive way. To show the site in its glory, and hide the many flaws of the structures and the unappealing city backdrop, the director and DoP decided to film at night and light scenes in a way that would emphasise the beauty of the architectural designs. Every single shot turned out like a painting almost, framing the struggle and determination of the athletes in a heroic way, so fitting for their victorious performances.

Credits

Name Company Role
Richard Hol Nomads Executive Creative Director
Phil Ramage Nomads Creative Director
Braden Deatcher Nomads Copywriter
Ashleigh Naudé Nomads Planning Director
Scott Maxwell Nomads General Manager
Brence Dsa Nomads Agency Producer
Shayda Jaberolansar Nomads Designer