2022 Winners & Shortlists

Write a short summary of what happens in the film

The film starts with a very common question among Arab and Egyptian couples “Where are you going out alone?” where we see a wife asking her husband to stop him before he opens the door and goes out. The husband denies and exclaims why she asks just a question! Then we see the couples’ voices and roles switch to play each other 's. Playing this in a humorous short copy that conveys the message of Samsung s21, that’s an epic portrait. Using a combination of direction techniques, cinematography approaches, sound and music design; we effectively crafted this copy's genre as comedy.

Cultural / Context information for the jury

Among Egyptian & Arab couples, there is a disagreement when it comes going out alone. When the husband leaves to meet friends, he's often met with rejection or a passive aggressive response from the wife. Our stars are widely beloved and talked about throughout the region. The question they’re always asked is: Will you ever do a movie together? Our campaign was our answer to this.

Tell the jury anything relevant about the cinematography.

Our overarching campaign concept is built on producing beautiful films. Cinematography became the most essential element to our work.; we had to produce 4 genres: Thriller, Film Noir, Comedy, Indie. All in one location without change in elements or wardrobe. Our famous couple never starred together in a film before. We needed them to look good and different in each film. In order to achieve the look and feel we needed, we built the set in a way that enabled our DOP to effectively work with lighting in order to make the work look real, yet very artistic. The overall mood, the depth of field, playing around with the shadows and the different corners of the set made a massive difference.