SOCIAL MEDIA VS. AMADEUS MOZART
Brand | THE KING ABDULAZIZ CENTER FOR WORLD CULTURE AN INITIATIVE BY ARAMCO |
Product/Service | SYNC BY ITHRA |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Casting |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
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FILMWORKS Dubai, UNITED ARAB EMIRATES
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Post Production
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FILMWORKS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
Imagine if social media existed during the most important times of Mozart’s life. When he was creating his first groundbreaking symphony. Would he have been able to focus? To create without being bullied or compared? Would he have been able to lead with confidence?
Would we have advanced as humans the way we did?
The film shows young Mozart playing the piano and broadcasting live on social his practice. Instead of focusing on his symphony, he is caught in the web of negative comments from live viewers that lead him to quit and never finish his symphony.
This film is part of a series of 3 films, each portraying 3 historical geniuses: Leonardo, Mozart and Newton.
Cultural / Context information for the jury
Social media can become a real addiction that can shut anyone’s potential down. Excessive use of social media can have very negative repercussions, such as low self-esteem and distraction, among other things. And Saudi Arabia uses social media excessively, to say the least. It ranks among the top countries in digital and social media consumption.
Ithra, a Saudi-based cultural centre recognised how important it is to unlock the potential of each and every Saudi for a better tomorrow. It was time for Saudis to impact the world and Ithra wanted to remove any blocks or obstacles that were limiting their potential. So, it created a Digital Wellbeing Program - Called “Sync” - to overcome digital addiction.
Tell the jury about the casting process.
Casting a young Mozart was not easy. We needed someone that was young, that could act the part, but could also show all the right crescendo of emotions when faced with the social media comments. We needed someone that looked like a genius and reacted like a human. That is the thin line between fiction and non-fiction that exists in our film.
So, we studied what a young Mozart would look like and we had our casting brief: we needed someone that had rosy cheeks, a twinkle in their eye, long fingers, optimistic look, yet serious and dedicated.
Credits
Mohammed Bahmishan |
Publicis communications |
Support |
Thierry Chehab |
Leo Burnett |
Concept/Ideation |
Renaud Henneffe |
Leo Burnett |
Ideation/Concept/execution |
Samir Antoun |
Leo Burnett |
Support |
Makram Khatib |
Leo Burnett |
Support |
Julia Masri |
Leo Burnett |
support |
Links
Video URL