SOCIAL MEDIA VS. LEONARDO DAVINCI
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
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LEO BURNETT Riyadh, SAUDI ARABIA
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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 Leonardo Davinci’s career. When he was creating the Mona Lisa. 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 Leonardo, while giving birth to the Mona Lisa, opens Instagram and is caught in a web of jealousy when he stumbles on Van Gogh’s latest work, that leads him to completely distort the Mona Lisa and turn it into a mimic of Van Gogh’s brush stroke. The Mona Lisa loses all its originality because it was compared to another piece found on social.
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 Leonardo was not easy. We needed someone that could act like an artist but also show the right spectrum of emotions and jealousy without looking fake. We needed someone that could act like an artist and a jealous teenage girl. That is the thin line between fiction and non-fiction that exists in our film.
So, we studied what Leonardo looked like and how people would expect him to act and behave based on the numerous stories. And like that, we had our casting brief: we needed someone with dark hair, medium built, Italian flair, that had passion and arrogance in his expressions.
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