2020/2021 Winners & Shortlists

KINGS & QUEENS

BrandAL FUTTAIM IKEA
Product/ServiceIKEA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryCinematography
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 cinematography.

While shot in one location (Romania) we had to make it feel as if every shot was in a different kingdoms around the world. Dramatic backlighting, purposeful movements and rich color schemes set the scenes and every shot was purposeful. We shot around the clock to take advantage of sunset, golden hour and night to add to the feeling that you’re journeying across continents. Continuous movement and varying frame rates (25,50, and 100 frames per second) helped us emphasize the little moments that add to the humor of the scene. Most importantly, we needed show quality, lavishly. The purposeful lighting and dramatic angles helped to transform everyday IKEA furniture it thrones, daybeds and dinner tables fit for a King. Overall, we wanted to make it epic with rich colors, cinematic camera moves and seamless transitions. The result is a bold, poetic & dramatic film.

Credits

Name Company Role
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