2020/2021 Winners & Shortlists

TAMEEM ON TIKTOK

BrandVODAFONE EGYPT
Product/ServiceVODAFONE PLUS
EntrantWUNDERMAN THOMPSON Cairo, EGYPT
CategoryProduction Design / Art Direction
Idea Creation WUNDERMAN THOMPSON Cairo, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT

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Our film starts by seeing a trending TikTok video recently released by a local influencer, who sings about ‘how to crack an egg,’ in his kitchen. It tricks the viewer into thinking that it is the actual content then reveal a visual trick a few seconds in, where the kitchen starts to suddenly rotate 360 degrees. The influencer adapts and continues naturally while we zoom out of the phone in the hands of a sleeping girl who is tossing and turning, but the content is still playing.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

In order to mimic the exact phone movement in our hero’s hand of tossing and turning while she is asleep, it was crucial to apply the most accurate mechanism. An exact replica of the content’s real set was built inside a giant steel wheel so we can rotate the whole set 360 degrees. Several rehearsals had to be arranged and conducted, in order to prepare our internet celebrity to move against the set’s rotation and sync his dance rhythm with the set’s speed so he doesn’t fall. With the COVID outbreak, and all airports shutting down, we had to adapt and go the lengths of building the first-of-its-kind sets in the region at a tight time and budget whilst ensuring the safety of our internet celebrity.

Credits

Name Company Role
Mai Azmy Wunderman Thompson Management
Hassan El Sada Wunderman Thompson Management
Mohamed Fouad Wunderman Thompson Executive Creative Director
Heba Hosny Wunderman Thompson Business Lead
Marwa Khalifa Wunderman Thompson Associate Creative Director
Farah Sultan Wunderman Thompson Associate Creative Director
Heidi Felfella Wunderman Thompson Business Lead
Tarek Lawaty Wunderman Thompson Business Lead
Karim Koura Wunderman Thompson Digital Business Lead
Mohammed El Zayat Independent Director
Khaled Zaki Good People Productions Executive Producer
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