Brand | SAMSUNG |
Product/Service | GALAXY Z FOLD3 |
Entrant | LEO BURNETT Dubai, UNITED ARAB EMIRATES |
Category | Direction |
Idea Creation
|
LEO BURNETT Dubai, UNITED ARAB EMIRATES
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
‘Break Free’ was shot using the Samsung Z Fold 3. Something that hasn’t been done before in the region.
Because the camera is light and small, it becomes extremely mobile and you can move it anywhere, and you can move it really fast. This helped us to shoot the music video in a very dynamic way with extremely quick cuts.
We also starred the mega comedian Ahmed Helmy in a way he’s never been seen before (in a war zone and on a basketball court) – and complemented him with a cast that would actually fit the target audience of the Samsung Z Fold 3.
Cultural / Context information for the jury
We are a 100M population country and we are much more adding to us GCC and Levant, we are in the middle of the clutter every single day, it’s part of us; in the streets, in the public transportations, at work, EVERYWHERE!
We linked the main USP this mobile has which is a bigger screen in order to deliver the message that you need to break free from the clutter and get away from the norm in a lighthearted way in our film
Tell the jury anything relevant about the direction. Do not name the director.
Tiktok is everything right now, GenZ spends most of their day there, it’s going mad, so we thought of creating a 1-minute TikTok film, lots of cool cuts and transitions that serve our idea and the story we want to tell.
Each transition takes the viewer to a totally different scene in a totally new area in the sequence of the film.
But to shoot such a film with this enormous amount of transitions/ almost impossible shooting angles we had to think of a solution because the ordinary big Alexa won’t help us at all, so we decided to shoot
Credits
Kalpesh Patanker |
Leo Burnett |
Chief Creative Officer |
Danielle Jammal |
Leo Burnett |
Group Communications Director |
Harsh Kocher |
Leo Burnett |
Communications Manager |
Shereen Mostafa |
Leo Burnett |
Head of A/V Production |
Samer Shoueiry |
Publicis Communications |
Chief Executive Officer |
Joelle Jammal |
Leo burnett |
Deputy Managing Director |
Prihan Farrag |
Samsung |
Senior Manager |
Sherif Salem |
Samsung |
Head of Department Egypt |
Hameer Farouq |
Leo Burnett |
Copywriter |
Ahmed Hussein |
Good People Films |
Director |
Kamal Samy |
Good People Films |
DOP |
Sherif Magdi |
Good People Films |
Music Composer |
Khaled Zaki |
Good People Films |
Executive Producer |
Mahmoud Derbala |
Good People Films |
Head of Production |
Chantal El Haber |
Good People Films |
Producer |
Riyana Khatib |
Good People Films |
Line Producer |
Waled Abdel Salam |
Good People Films |
Production Manager |
Omar Alaa |
Good People Films |
Art Director |
Dina Nadim |
Good People Films |
Wardrobe Stylist |
Amr berry |
Good People Films |
1st Assistant Director |
Mohamed Sakr |
Good People Films |
2nd Assistant Director |
Mohamed Sakr |
Good People Films |
2nd Assistant Director |
Hussein Aziz |
Good People Films |
Post Producer |
Karim Mira |
Lizard |
Colorist |
Amr Rabee |
Barbershop |
Editor |
Hosni Ali |
The Garage |
Sound Design |
Links
Video URL