2022 Winners & Shortlists

Write a short summary of what happens in the film

“The Egyptian King” Mohammed Salah’s journey is stuff made of dreams. He’s accomplished what no Egyptian has ever expected, and has reached unprecedented levels of global stardom. So when talking about Mo Salah, how can you showcase him in a way that’s never been done before. In the film, the audience goes on a journey of Mo Salah’s accomplishments, and the things he could further achieve. Why? Because he is the most relentless athlete on the planet. In a series of multiple situations, we see the other side of Mo, in which he takes on different actions beyond football, and how he takes it to the next level. That’s just who he is. A man that can enjoy a drink on the moon, a film star, a fashion icon, and much more. We end it with him running to his next challenge, and we all know he’ll rise above it.

Cultural / Context information for the jury

Egyptians have a negative stance on life, sadly. They believe you can only achieve what you meant to achieve on this earth. Yet, with what Mo Salah is doing, in reality, and in the advertising world, Egyptians are beginning to find hope. Hope that will guide them through the toughest times, and open new avenues for them to explore. That's what Mo Salah means to the people of Egypt. By portraying his relentlessness in our film, we can inspire our people to do much more than they think they can. Inspiration is key in today's dark, pandemic infested times, and with utilizing their hero, the Egyptian people can now look to someone to show them that nothing can stand in their way of making a difference in this world.

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

Each sequence was approached from a different perspective and a different angle, striking the perfect balance between long shots and big close-ups, combined with dynamic camera movements across each sequence that complimented our visual effects and added animation. A lot of camera transitions with clever pans and helped tilt the edit flow in a modern and fresh way, which further showcased Salah's dynamic approach to life. Working with unison with the composer, the music also helped guide the pacing and direction of each shot. As the music elevates across the film, the direction and camera movement intensifies, along with Salah's movements. Specifically the camera style was fluid with cinematically choreographed moves to evoke the building tension, while lending the film an inherent musicality. The director achieved this and more, and resulted in a vibrant, colorful and majestically woven story for all to see.