2019 Winners & Shortlists

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

Using a Dubai based singer and a recording house we gave them the freedom to create a track that fitted the mood of the film. A track that could exist in its own right rather than just the background music for an ad.

Write a short summary of what happens in the film.

Against our Millennial target , who are very good at skipping brand messages, we wanted to create a music video as opposed to an ad. Something they would watch on their mobiles all they way through because it was entertaining content. Thus music was an important component of the craft of the film.

Cultural/Context information for the jury

There is very little cool original music used in commercials in the region. There is a tendency for nostalgia or typical advertising soundtracks. We wanted to fell modern and slightly alienating.

Tell the jury about the choice of music track.

Using a Dubai based singer and a recording house we gave them the freedom to create a track that fitted the mood of the film. A track that could exist in its own right rather than just the background music for an ad.