Brand | BWM |
Product/Service | BMW RAMADAN FILM |
Entrant | SERVICEPLAN Dubai, UNITED ARAB EMIRATES |
Category | Direction |
Idea Creation
|
SERVICEPLAN Dubai, UNITED ARAB EMIRATES
|
Production
|
BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
The story is about a young father who is struggling with the heartbreaking memories of his older brother, with whom he has had a falling out years ago.
It is Ramadan now and feelings and emotions are heightened.
He goes to pick up his son from school and sees his son playing with his brother’s son, the little boy’s cousin.
This reminds him of when he and his brother were young. And the emotions start to bubble up. He bumps into his brother outside the school but is callously snubbed by him. Visibly disturbed by this, and thinking there’s no way back for them, he reminisces through an old family scrap book.
The denouement portrays a powerful moment of reconciliation where forgiveness wins over stubbornness and pride, as the older brother breaks family tradition to make amends with his younger brother.
Cultural / Context information for the jury
We live in a time where individuality is on the rise. The Middle-East is no exception. Affluence and modernity have brought great progress to the region, but it has also taken its toll on relations and family dynamics. The people of the GGC are proud and deeply passionate but also very private. It's not easy to be vocal or expressive about one's sentiments within the community. Family feuds/disagreements tend to linger on passively. If there was ever a time to broach this subject, it was the Holy Month of Ramadan. BMW, a historically beloved brand amongst the locals, boldly but delicately started a conversation in the right direction.
Tell the jury anything relevant about the direction. Do not name the director.
He lost his brother.
That’s what inspired the director’s vision of the film. It hurts, yes, but it’s filled with hope too.
And it was this approach that changed everything. How we saw the characters, the acting, the mood we wanted to achieve. It was further enriched with the one-take “chamber play esque” direction that pushed the actors to act out the scenes in full without space for error and with high demands for deep emotional complexity. Let’s just say, that the actors were not the only ones crying.
The one take style also gives it that urgency and immediacy of coming together, especially because it’s Ramadan. We knew we had to create something memorable and appealing for the audience. What was supposed to be a 45 second spot, turned into a 3 min film that brings back the values of Ramadan.
Credits
Jason Romeyko |
Serviceplan |
Global ECD/Creative leader |
Nathalie Shardan |
Serviceplan |
General Manager |
Wayne Fernandes |
Serviceplan |
Concept/Creative leader |
Victor Farias |
Serviceplan |
Concept/Creative leader |
Khalil Hadad |
Serviceplan |
Arabic Copywriter |
Ona Johnson |
Serviceplan |
Project Manager |
Frances Bonifacio |
Serviceplan |
Strategist |
Sune Sorensen |
Shoot Happens |
Director |
Niels Thastum |
Niels Thastum |
DOP |
Lucas Duque |
Sonido Antro |
Music |
Eddy Rizk |
Big Kahuna films |
Executive Producer |
Maya Abdul |
Big Kahuna films |
producer |
Claudia Ibrahim |
Big Kahuna films |
Post producer |
Sebastien Leclerc |
Big Kahuna films |
Editor |
Links
Video URL