2022 Winners & Shortlists

PATIENCE IS ALWAYS FRUITFUL

BrandLAMAR
Product/ServiceLAMAR MILK
EntrantKAIRO Cairo, EGYPT
CategoryUse of Original Music
Idea Creation KAIRO Cairo, EGYPT
Production KAIRO Cairo, EGYPT
Post Production GEMINI STUDIO Cairo, EGYPT

Write a short summary of what happens in the film

A young boy opens the fridge and takes out a milk pack. When he looks at the back of the lid, he realizes that the lid can be exchanged for a free mango juice and that the last one to drink from the milk pack will win the prize. And so begins the long race for the empty milk pack, which sets off a series of mini dramas in the family, as the boy eagerly awaits and impatiently observes family members using up the milk pack. In the end, the boy's father takes the milk box and lectures him: The whole point of this exercise, he tells him, is to learn that those who are patient, win big. The father then takes the box and runs with it, yelling, I won!

Tell the jury about the creation of the original music track.

We wanted the music of this film to express the energy of a chaotic but lively family. The music had to capture a house full of mini-dramas and an energetic and heartfelt chase on who will finish the milk first. We wanted Yousef, our main protagonist, to carry the beat of the drama. He had to be quirky, cheeky and the mastermind of this household. We engineered his voice to express this character. During the voice acting, we reversed the formant so when we shift up the pitch it turns out to be more of a kid rather than a chipmunk or a minion. The genre is electro-swing, but fused with some oriental fillings. Sounds of the household were integrated to capture the spirit of this house. Kitchen sound fonts were integrated in the music production: glass drumming, broken glass fillings, and oven heat.

Credits

Name Company Role
Hesham Ellabban KAIRO Writing, Creative Direction
Mohamed Bary KAIRO Writing, Creative Direction
Reem Ahmed KAIRO Graphic design and illustration
Sameeh Selim KAIRO Strategic Planning
Mahmoud Dogheim KAIRO Strategic Planning
Reem Ahmed KAIRO Graphic design and illustration
Nadine Maged KAIRO Account management and strategy
Ammar Abo Shady Freelancer Executive Producer
Amir Hedaya Freelancer Music Composition