Brand | EXPO 2020 DUBAI |
Product/Service | EXPO 2020 DUBAI |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Direction |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Idea Creation 2
|
INGO HAMBURG, GERMANY
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
Production
|
BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
We open with a local woman in front of the iconic Mashrabiya gate calling the world to unite and come together for an event that is going to be ... “Magic!” This is echoed in different languages by participants that visitors will encounter at Expo, whether it is Opti the robot, the astronaut from the Mobility pavilion or ballet performers. To further highlight the uniqueness of an event like Expo 2020, we then see different characters who specifically tie the magical feel to the plethora of offerings that will be found there: magic with learning, with music, with technology, with architecture, with celebration, with safety and more. Ensuring we communicate the variety of activities and diversity of people; this is a call to the world come and witness the magic that will be Expo 2020 and join the making of a new world.
Cultural / Context information for the jury
We insisted on showing a diversity in the characters featured in the film as reflected in the choice of the cast. We also were particularly sensitive to the fact that we would highlight local representation throughout the edit (open shot, astronaut, local man in the Wasl dome) and hired Emirati actors for these specific roles.
Tell the jury anything relevant about the direction. Do not name the director.
The work of the director to achieve the result cannot be underestimated: moving from a script that called out the separate mandatory elements to be featured to the perfect, almost seamless blend of motion is the director’s treatment and achievement. Approach and shoot focused on creating sets and movements and then capturing them at the perfect angles to would allow the beautiful fast paced and yet flowing edit. Not an easy task as the actual elements, characters, setups, and thematic surroundings are vastly different – based on the huge range of topics, of EPXO. The approach moved the film from a static collage of separate attractions to the flowing and immersive experience – signifying the superb quality of experience and significant difference of EXPO.
Credits
Patou Nuytemans |
Memac Ogilvy Dubai |
CEO EMEA |
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
Chief Creative Officer |
Tobias Ahrens |
INGO Hamburg |
Executive Creative Director |
Catherine Bannister |
Memac Ogilvy Dubai |
Chief Strategy Officer |
Mary McFarland |
Memac Ogilvy Dubai |
Managing Director |
Gautam Wadher |
Memac Ogilvy Dubai |
Creative Director |
Alok Mohan |
Memac Ogilvy Dubai |
Creative Director |
Rajaa Chami |
Memac Ogilvy Dubai |
Producer |
Glory Fayad |
Memac Ogilvy Dubai |
Producer |
Shadi Kharmacho |
Memac Ogilvy Dubai |
Head of Arabic |
Ghadeer Khub |
Memac Ogilvy Dubai |
Head of Social |
Stephanie Mukherjee |
Memac Ogilvy Dubai |
Associate Account Director |
Irfan Ghani |
Memac Ogilvy Dubai |
Art Director |
Jillian D'Silva |
Memac Ogilvy Dubai |
Head of Creative Content |
Ramzi Habayeb |
Memac Ogilvy Dubai |
Senior Account Manager |
Riad Joumblat |
Memac Ogilvy Dubai |
Senior Account Manager |
Amirah Abdallah |
Memac Ogilvy Dubai |
Social Media Executive |
Saloni Mehta |
Memac Ogilvy Dubai |
Account Executive |
Callum Hoy |
Memac Ogilvy Dubai |
Group Account Director |
Sholto Douglas |
Expo 2020 Dubai |
Chief Sales & Marcomms Officer – Sales-Marketing and Communications |
Jan Hindy |
Expo 2020 Dubai |
Senior Vice President Marketing - Marketing |
Ramzi Haddad |
Expo 2020 Dubai |
Vice President Campaigns - Marketing |
Nuhad Hamdan |
Expo 2020 Dubai |
Head of Strategy and Planning - Marketing |
Shobha Shrinath |
Expo 2020 Dubai |
Head of Media Planning and Buying - Marketing |
Yousef Zakkout |
Expo 2020 Dubai |
Manager - Integrated Marketing D&R - Marketing |
Bashar Al Khatib |
Expo 2020 Dubai |
Manager - Integrated Marketing D&R - Marketing |
Chady El Khal |
Big Kahuna Films |
General Manager / Executive Producer |
Sabine Farah |
Big Kahuna Films |
Executive Producer |
Martin Aamund |
Big Kahuna Films |
Director |
Jacob Moller |
Big Kahuna Films |
DOP |
Lionel Soria |
Big Kahuna Films |
Art Director |
Missy Tohme |
Big Kahuna Films |
Wardrobe Stylist |
Davit Maut |
Big Kahuna Films |
Editor |
David Zavadescu |
Big Kahuna Films |
Editor |
- - |
Company3 |
Color Grading |
- - |
Platige |
VFX |
- - |
Lammtra Art Production |
2D Animation |
Jesper Gadeberg |
- |
Music Research |
- - |
Goldstein Music |
Music Composer |
Thomas Martin |
- |
Sound Designer |
Razan Hamdan |
- |
Post Production Producer |
Links
Video URL