2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Ahmed Helmy is sitting in his living room and announces he just got the new Samsung S20 Ultra and how amazing it is. As he mentions what features impress him, he starts to effortlessly rap on an upbeat tune and even dance a little. Throughout the copy, he mentions four main features and in-between each one, he effortlessly goes back to talking normally without any music and interacts with other people off-frame, to even accidentally knock-out the camera-man. Is there anything Ahmed Helmy cannot do?

Cultural / Context information for the jury

PANDEMIC. LOCKDOWN. RESTRICTIONS. Not the words you want to hear when you’re planning to launch Galaxy S20 with Egyptian star Ahmed Helmy. Shooting locations? Shut. Crew? At home. Budget? Next to nil. People were off the streets but were always online. We had a full lock down making shooting impossible. The minute we knew Egypt was lifting up the curfew, we acted fast. We had Helmy, but nothing else. No locations, and a very little budget for a decent production. But a great idea can transform any circumstances. We’ve informed the client that we will need Helmy, in 1 out fit in 1 room and nothing else. Everyone nowadays are on TikTok and producing their own content, a Star is no exception. Between Helmy rapping and speaking to camera, we created an iconic, entertaining piece of content entirely remotely produced with a crew of 10 people.

Tell the jury about achievements of the production, including reference to its specific ambitions and challenges. You may wish to comment on scale of production, budget constraints, technical issues and/or challenges faced during the production process.

PANDEMIC. LOCKDOWN. RESTRICTIONS. Not the words you want to hear when you’re planning to launch the Galaxy S20. That too with the Egyptian star, Ahmed Helmy. Shooting locations? Shut. Crew? At home. Budget? Next to nil. We had a full lock down and we all knew making it happen was almost impossible. The minute we knew Egypt was lifting up the curfew, we had no option but to act fast. We have Helmy, but no locations, extremely difficult restriction to protect the health and well being of the people and crew and very little budget to do a decent production. We decided we'll need Helmy in only 1 outfit in 1 location, nothing else. With a creative twist we created an iconic and entertaining piece entirely remotely produced with a crew of 10 people. We had the agency and client attend the shoot through live streaming, from 8 different countries.