2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

To highlight the role that the Samsung Galaxy Note10+ plays in the lives of creators, we follow the story of a young designer as she goes through different phases of creation. Starting off with inspiration, she moves into creation, documentation and celebration. All the time, the line of what's real and what the phone enables mix together, so that what's virtual and augmented becomes real, happening in real life and real time.

Cultural / Context information for the jury

Most content that are created by major global brands and products feature western characters and contexts, and are mainly targeted to a western audiences. We're in a region where more than 2/3 of the population are young, and creating a new version of their culture and absorbing many influences. To be relevant and closer to our own audience, we decided to follow a figurative story of one of the many upcoming designers and entrepreneurs in the region, as she mixes unconventional inspirations into culturally relevant pieces.

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

To follow a figurative "Day in the Life" of a young designer, we condensed a full creator's journey into a walk-through of different sets. Each set reflects a regionally inspired space, and celebrates a long heritage that's not reflected in the global brand and product content. Using warm lighting and regional elements, we fused them with a global context of working while socializing, using 21st century technology in Arabic vintage settings, and mixing western influence with regional dress. Through out this, we've shown the overlapping of real moments with virtual and augmented influences through mostly practical effects that are then amplified with CGI to show off the phone features. The end result is a film that makes the phone features almost magical but grounded in reality, while being of the region and for its people. (Note: This video ran in both English and Arabic depending on the audience)