2022 Winners & Shortlists

Write a short summary of what happens in the film

A New Chapter Awaits is an ode to the diverse experiences and natural beauty of Egypt. Shot in multiple destinations, the main video was a dynamic portrayal of the raw, authentic sights and attractions of the country. A vibrant art direction was selected to reflect Egypt’s many environments, painting each scene with the colors the comprise the country’s natural and urban landscapes. Following a cast of local lifestyle influencers as they traverse across Egypt, the video was captured from their perspective. The structure and directorial interpretation incorporated a variety of free-hand camera movement, dynamic transitions, and genuine expressions elicited from a predominately amateur cast. These elements translated the main conceptual platform of presenting the unknown wonders of Egypt – the hidden destinations, warm hospitality, and cultural experiences that await visitors.

Cultural / Context information for the jury

The global stigma that Egypt is unsafe for travel, even prepandemic, due to fears of terrorism, military presence and criminality which arose from the instability in the country following the 2011 political unrest continues. The Egypt Tourism board had been working hard to remove this stigma over recent years with tourist numbers climbing rapidly year on year, with tourist spending increasing over 200% from 2016 to 2019. Then Covid hit and the travel and tourism sector’s contribution to Egypt’s GDP plummeted by 55% - and an estimated 844,000 jobs were lost. Despite being awarded a ‘safe travel stamp’ from the World Tourism and Travel Council, Egypt Tourism faced a long road to recovery. This film was directed to capture the heart and soul of Egypt, the unknown wonders, as a stark contrast to the images still haunting news channels from the Arab Spring - assuring viewers a New Chapter Awaits.

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

The choice of director to implement the picturesque narrative was integral in the film narrative. The director chosen has been known for his exceptional state-of-the- art use and technical ability to deliver the best cinematic compositions. The production process started with an intensive locations scout trying to compile a lifetime experience in a four day shoot to cater to the diverse Egyptian experience. In-order to find authentic historic and landscape attractions; a choice of Cairo, Fayoum, and Hurghada was tailored to address both the cultural and youthful attractions simultaneously. The choice of cast wasn’t merely around appearance and charisma alone; their interest in adventure and capability to experience Egyptian adventure and adapting to the weather was integral. All film composition from soundtrack to sound design to transition between drone shots to human faces and interactions were crucial to portray the visual story in the most sensual, heartwarming manner.