Brand | AL FUTTAIM IKEA |
Product/Service | IKEA |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Direction |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Production
|
BIGFOOT FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
There’s a magical feeling when you’re in charge. When you have the total freedom to do what you please. So we captured this sentiment.
Opening on grand castles, we follow dictators through medieval castles, banquet halls in the Dark Ages, early Asian palaces and Ancient Egyptian kingdoms. We see them command halls, speak to the masses and make orders about the most mundane things – playing with the cat, chilling in their underwear or just doing absolutely nothing. In a quick snap back to reality we see that all these people aren’t actually kings and queens, they just feel that way when they have total control over their space.
Tell the jury anything relevant about the direction. Do not name the director.
This film was directed to be epic, but comic. Everything from the music, to the scenes to the pacing builds as it progresses. The humor lies in the contrast between these lavish royal settings and what the kings and queens are doing in them, which is absolutely nothing. So, we ensured every performance veered toward overly dramatic without crossing the line to cheesy territory. By focusing on a poetic yet witty spirit we infused subtle absurdist humor we were able to create a film that was eye-catching and connected with the audience through sensations and emotions.
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
CCO and Copywriter |
Youssef Gadallah |
Memac Ogilvy Dubai |
Creative Director |
Fernando Gonzales |
Memac Ogilvy Dubai |
Copywriter |
Nicolas Lopèz |
Memac Ogilvy Dubai |
Art Director |
Maya ElKai |
Memac Ogilvy Dubai |
Arabic Copywriter |
Andre Souza |
Memac Ogilvy Dubai |
Visualizer |
Amin Soltani |
Memac Ogilvy Dubai |
Production |
Hadi Ballout |
Memac Ogilvy Dubai |
Account Management |
Preeti Hothi |
Memac Ogilvy Dubai |
Account Management |
Alaa Nour |
Memac Ogilvy Dubai |
Account Management |
Virgil Ferragut |
Freelance |
Director |
Daniel Lindholm |
Freelance |
Director Of Photography |
Begad Omran |
Bigfoot Films |
Production |
Aly Seifelnasr |
Bigfoot Films |
Production |
Nada Fayed |
Bigfoot Films |
Production |
Hana El Sadek |
Bigfoot Films |
Production |
Studioset Studioset |
Studioset |
Production |
Christina Paula |
Freelance |
Production |
Ana Ioneci |
Freelance |
Production |
Henri Pulla |
Memac Ogilvy Dubai |
Production |
Carla Klumpenaar |
Memac Ogilvy Dubai |
Account Management |
Amer Yaghi |
Al Futtaim IKEA |
Account Management |
Noha Gheith |
Al Futtaim IKEA |
Account Management |
Benita Chowdhury |
Al Futtaim IKEA |
Account Management |