2022 Winners & Shortlists

STUCK

Short List
BrandDUBAI SCIENCE PARK
Product/ServicePARALYSIS AWARENESS
EntrantTECOM GROUP - DUBAI SCIENCE PARK, UNITED ARAB EMIRATES
CategoryUse of Film
Idea Creation FP7 McCANN Dubai, UNITED ARAB EMIRATES
Idea Creation 2 McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Media Placement FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement 2 McCANN HEALTH Dubai, UNITED ARAB EMIRATES
PR TECOM GROUP - DUBAI SCIENCE PARK, UNITED ARAB EMIRATES
PR 2 FP7 McCANN Dubai, UNITED ARAB EMIRATES
PR 3 McCANN HEALTH Dubai, UNITED ARAB EMIRATES
Production FEEL PRODUCTIONS Dubai, UNITED ARAB EMIRATES
Post Production FEEL PRODUCTIONS Dubai, UNITED ARAB EMIRATES
Post Production 2 MANGOJAM STUDIO FZ LLC Dubai, UNITED ARAB EMIRATES
Additional Company DEJAVU Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

Influencers, in the UAE across age groups and nationalities, attend a film screening in cinemas. But their entertainment experience needs to wait, as they are constricted in their cinema seats and watch a shot of a ceiling lights. For over 5 minutes, nothing changes visually. The clock ticks unsettlingly, the tubelights' drone buzzes, and sounds of the environment fill the seconds - until a child walks in, revealing this was how it felt to be paralyzed every day of the year, and there was hope in preventing and managing paralysis with Dubai Science Park. With a haunting call-to-action from a young girl (cast from 1013 profiles) who typifies the constrictive nature of the film's premise, and unnerving sound design that helps intensify the situation, the 365-second film gives an insight into the horror of paralysis - by offering a glimpse through the eyes of someone who is paralyzed, 365-days-a-year.

Cultural / Context information for the jury

As human beings, our empathy influences how we classify the importance of things we should focus on. It’s only when we feel what others are going through that we really become aware of their need and their anxieties. And only then do we care. So, to get people aware and talking about paralysis, we wanted to target people who are used to a world that’s moving fast and are restless. We wanted them to feel constricted and restricted by this film to get the message and point across effectively. Because when someone is paralysed, their life is stuck much like this film is stuck on one frame. What they see. What they hear. What they go through in their day. It’s all stuck in time. We wanted to capture that and make this an (initially) unnerving and frustrating, and then, an empathic experience for people. Thus, making paralysis talked about.

Explain how the work innovatively used the film medium.

People visit cinemas to experience entertainment - their favourite movies and stories on the biggest screen. They do not visit cinemas to watch a 365-second film with the camera stuck on ceiling tubelights, with nothing visually appearing or moving for over 5 minutes. In a world where entertainment trends are veering exponentially towards short format videos, we did the absolute opposite and created a long form 'unentertaining film'. In going against entertainment trends, this film was innovative.. In experimenting with a long-format film with a stuck visual for over 5 minutes, this film was innovative. In breaking the norms of cinema ad films, this film was innovative. Giving people an uncomfortable and an immersive unsettling experience in a place where they come for comfort and escapism, this was innovative too.

Credits

Name Company Role
Marwan Abdulaziz Janahi Dubai Science Park Managing Director
Reem Shabaan Tecom Business Districts Executive Director
Saad Yusuf Tecom Business Districts Director of Marketing and Events
Amy Elaskary Dubai Science Park Marketing Manager
Tahaab Rais FP7 McCann MENAT Concept & Idea
Tahaab Rais FP7 McCann MENAT Film Director
Tahaab Rais FP7 McCann MENAT Writer
Saad Yusuf Tecom Business Districts Writer
Aeyaz Hassan Dejavu Dubai Director Of Photography
Sandip Shivtarker FEEL Productions Executive Producer
Manasvi Gosalia Dejavu Dubai Executive Producer
Angee Ibrahim FEEL Productions Producer
Jayvee Banaag FEEL Productions Post Production Producer
Zera Azmi N/A Hair and Make-up Artist
Ebin . FEEL Productions Editor
Swapnil Patole (ICG) Famous Studios Ltd. Chief Colourist
Karen Kamel McCann Health Dubai General Manager
Fouad Abdel Malak FP7 McCann Dubai Regional Executive Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Prajakta More McCann Health Dubai Associate Creative Director
Prajakta More McCann Health Dubai Writer
Aditi Shah McCann Health Dubai Art Director
Richa Kavalekar McCann Health Dubai Principal Medical Writer
Syed Shuja FP7 McCann Dubai Designer
Inaan Budhiraja McCann Health Dubai Senior Business Development Executive
Wilbur D’costa MangoJam Studio Executive Producer
Joe Najm MangoJam Studio Sound Designer
Ashraf Muhammedunny FP7 McCann Dubai Case Editor, Motion Artist, Videography