2022 Winners & Shortlists

DRIVE2EXTREMES

Short List
BrandPORSCHE
Product/ServicePORSCHE TAYCAN CROSS TURISMO
EntrantKEKO FZ-LLC Dubai, UNITED ARAB EMIRATES
CategoryDirection
Idea Creation KEKO FZ-LLC Dubai, UNITED ARAB EMIRATES
Media Placement PHD MEDIA MENA Dubai, UNITED ARAB EMIRATES
Production KEKO FZ-LLC Dubai, UNITED ARAB EMIRATES
Production 2 Stoked FZ LLC Dubai, UNITED ARAB EMIRATES
Post Production KEKO FZ-LLC Dubai, UNITED ARAB EMIRATES
Post Production 2 Stoked FZ LLC Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

The hero film was shot in two extreme, contrasting, locations: -30°C Levi, Finland and +30°C Liwa desert, UAE. Shot exclusively by FPV drone, by renowned pilot Johnny FPV, with 0 CGI the film seamlessly transitions between the two worlds, with never-before-seen shots like the moving fly-through the window shot. Throughout the film we transition between two opposing, but connected narratives: we see our track in Finland, and then with a swipe see a precise replica in Liwa; Huskies in Finland, then Salukis (desert dogs) in the Liwa - all the while showing the agile and aggressive performance of the car with hyper-slow motion Freefly Wave and Red Komodo captured shots.

Cultural / Context information for the jury

In the Middle East, Porsche was seen as a brand that appealed to a more mature target audience (45+) than our new strategic target groups (the content hungry 'Driven Youth' (20-40 YO, mobile-first, digital natives) and 'New Creative Leaders' (40-55 YO, lovers of design and craft). In that respect we had a mountain to climb to shift brand perceptions and authentically connect. The other factor at play was that Porsche's first all-electric was getting petrol heads questioning whether it would really perform like a true Porsche sports car.

Tell the jury anything relevant about the direction. Do not name the director.

Shot in two wildly contrasting locations (some 60°C and 7,000KM apart) our Director had to meticulously plan each shot to allow for seamless transitions between the two worlds. With months in pre-production planning, our director had to build a sequence of identical shots from two extreme worlds; this feat was made near impossible given that the track in the desert was still under construction during pre-production. Varying wind and temperature conditions also affected the execution as the decision was made that every shot would be captured in-camera (flown by FPV drone), relying on the pin-point accuracy of JohnnyFPV to repeat each acrobat shot as many times as necessary to create smooth transitions in the varying conditions. The overall vision was to tell a story of two contrasting, yet connected worlds which can be seen in the shared environmental elements: Salukis Vs Huskies; Ice fishermen Vs Camel herders; bedouin tents.

Credits

Name Company Role
Nora Ferneine Keko Dubai General Manager
Sandy McIntosh Keko Executive Creative Director
Rolf Eggers Keko Senior Art Director
Andreea Mititiuc Keko Agency Producer
Aaron Leung Keko Senior Copywriter
Mohammed Hussein Keko Motion Graphic Artist
Asgar Ali Anwar Keko Head of Final Art
Zamzi Anwar Keko Digital Technical Manager
Georgios Dimakis Keko Dubai Account Manager
Shrey Sharma Keko Dubai Senior Account Executive
Manfred Bräunl Porsche Middle East & Africa Chief Executive Officer
Markus Peter Porsche Middle East & Africa Marketing Director
Gero Stanzel Porsche Middle East & Africa Marketing Manager
Charbel Aouad Stoked Films Executive Producer
Pascal Baboudjian Stoked Films Production Manager
Rita El Hachem Stoked Films Executive Producer
Emad Hashem Freelancer Editor
Jukka Honkavuori Freelancer Precision Driver
Jake Irish Freelancer Editor
Courtney Jenkins Freelancer Music Supervisor
Dina Kreik Stoked Films Post Producer
Juha Matti Nieminen Directors Guild Executive Producer
Marshall Plante Olio Creative Grading
Anju Purushot Stoked Films Post Producer
Johnny Schaer Freelancer FPV Drone Pilot
Nicholas Schrunk Freelancer Director
Keith White Freelancer Sound Designer
Jay Wud Mango Jam Music Editor
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