2022 Winners & Shortlists

Write a short summary of what happens in the film

From the streets to the stage, rap has been around Egypt for years on end now, and rappers take to battles and beefs, to crown the one with the best style, and lyrics. Yet the major question was, who could complete with the number one rapper in Egypt, while remaining a fair fight? While the question was ambitious, it left only one choice; that only Marwan Pablo, can battle Marwan Pablo,because, if there aren’t any like you, then you can only compete with yourself alone.  The idea, while challenging at first, was simple: showcase Marwan Pablo battling himself in one campaign. But as battles go, it was essential to fledge out each of the three characters Pablo portrayed (Ghost, Alpha, and Flame) to battle against each other in several rounds. Thus, after the launch of the first ad, each consecutive week a battle of one character vs. another, was released. 

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

The direction was nothing like those developed before, neither by the brand, nor by the rapper himself. The direction included numerous aspects, all of which needed to work cohesively with one another. For instance, the young Egyptian rapper, had to act as three different personas, the lyrics had to identify each character, the beat had to be noticeably distinct, the clothes had to be individually unique, and the visual effects had to cater to each and every persona exclusively - all, while being united under the umbrella of creating a second digital comeback for the rapper who had since taken a hiatus yet was excessively relevant to the young audience that the brand’s platform catered to.