2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Pepsi is launching their latest product for the middle east, Pepsi Black, specifically targeting Gen Z. The brand personality is bold and daring. Our film features Abyusif and Marwan Pablo, the biggest names in Arabic Rap, or Trap as they now call it.

Cultural / Context information for the jury

For the most part, the rap/trap scene in Egypt has stayed underground and hasn’t been acknowledged by mass media. Historically Pepsi and coke have reverted to established musicians and celebrities for their films. By embracing bold and daring, We challenged what is the “celebrity” norm in introducing these two for our film.

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

It is impossible to get permits to shoot the metro in Egypt. So we built and designed a full size Metro. We wanted the ad to feel like a long Instagram story with a consistent monochrome filtered, placed in the layout of a long polaroid inspired insta story. Urban costume design and wardrobe meets street art and underground terrain. No windows or natural light were used in the film to help enhance this feeling.