2019 Winners & Shortlists

HERO NEXT TO HERO.

BrandALWALEED PHILANTHROPIES
Product/ServiceGENDER EQUALITY
EntrantBOLD AGENCY Riyadh, SAUDI ARABIA
CategoryEditing
Idea Creation BOLD AGENCY Riyadh, SAUDI ARABIA
Production MILLIMETER PRODUCTIONS Jeddah, SAUDI ARABIA
Production 2 COLORS MADE IN GERMANY Berlin, GERMANY

Write a short summary of what happens in the film.

The film follows the dynamic relationship between a Saudi female protagonist and her father, showcasing a timeline that goes from childhood to adulthood, capitalizing on moments and milestones derived from a cultural context that display the optimal support of the father in the empowerment of his daughter; such as job interviews and driving, regarded in the past as taboos for women. The film challenges the stereotypical image of the Saudi male, positioning him at the center of support defying the common representation of oppressiveness depicted on Saudi males; and in parallel it positions the Saudi female in a position of empowerment and drive. By the end of the film, the roles are switched; the Female protagonist is the one offering the support, asking her father to take a leap with her towards the future. Symbolically, the film, transforms icons of oppression (Thobe, Abaya) to icons of empowerment.

Cultural/Context information for the jury

For years, Saudi Arabia has been a country imbedded in cultural and traditional constructs, which resulted in creating a negative stereotypical representation towards the equalization of male and female roles in society. Despite the foundational transformation the country has undergone in the past couple of years in regards of gender equality and women empowerment, the image depicted hasn’t changed for lack of concrete evidence and representation of the change. The social progress is evident, and in no way is it restricted by cultural and traditional conducts, rather it is empowered by them.

Tell the jury anything relevant about the edit.

We took a bold choice in storytelling by splitting the setup of the flash-backs and the moment the hero arrives, to create tension leading to a powerful climax. We delivered the story as simple and as fast as possible, having two things paramount to everything else: dynamism and performance. Since the camera angles were dictated by the emotional import of the scene, editing continuously kept the audience in a continuous state of intrigue. The rhythm of editing was the most important thing in building each moment upon the previous while setting up the next. The music contributed in capturing our emotional atmosphere. We combined a slow and intense build up with a strong and heavy climax for maximum impact. the sound design and music created an authentic and outstanding atmosphere which perfectly supported the storyline and the aesthetics of this beautifully told film.

Credits

Name Company Role
Abeer Alessa Bold Riyadh Co. Founder - General Manager
Mohamad Baalbaki Bold Riyadh Co. Founder - ECD
Rashad Moglbay Bold Riyadh Strategic Director
Ziad Abou Rjeily Bold Riyadh Creative & Technology Director
Sarmad Hyder Bold Riyadh Business Director
Christine Helal Bold Riyadh Account Manager
Nada Fallatah Bold Riyadh Senior Copywriter
Basma Al Harbi Bold Riyadh Account Planner
Ata Albehany Bold Riyadh 3D & Animation Artist
Joyce Abou Rjeily Bold Riyadh Creative Technologist
Aljoharah Alrasheed Bold Riyadh Senior Art Director
Rasha Al Saleh Bold Riyadh Graphic Designer
Maximillian Niemann Colors of Germany Director
Jalaludin Trautmann Colors of Germany D.O.P
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