AN EPIC FILM. EVERY MOMENT
Brand | SAMSUNG |
Product/Service | GALAXY S21 |
Entrant | LEO BURNETT Dubai, UNITED ARAB EMIRATES |
Category | Cinematography |
Idea Creation
|
LEO BURNETT Dubai, UNITED ARAB EMIRATES
|
Idea Creation 2
|
PEOPLE OF THE INTERNET Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
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.
Credits
Kalpesh Patanker |
Leo Burnett |
Chief Creative Officer |
Danielle Jammal |
Leo Burnett |
Group Communications Director |
Harsh Kocher |
Leo Burnett |
Communications Manager |
Shereen Mostafa |
Leo Burnett |
Head of A/V Production |
Samer Shoueiry |
Publicis Communications |
Chief Executive Officer |
Joelle Jammal |
Leo burnett |
Deputy Managing Director |
Prihan Farrag |
Samsung |
Senior Manager |
Sherif Salem |
Samsung |
Head of Department Egypt |
Hameer Farouq |
Leo Burnett |
Copywriter |
Ahmed Hussein |
Good People Films |
Director |
Kamal Samy |
Good People Films |
DOP |
Sherif Magdi |
Good People Films |
Music Composer |
Khaled Zaki |
Good People Films |
Executive Producer |
Mahmoud Derbala |
Good People Films |
Head of Production |
Chantal El Haber |
Good People Films |
Producer |
Riyana Khatib |
Good People Films |
Line Producer |
Waled Abdel Salam |
Good People Films |
Production Manager |
Omar Alaa |
Good People Films |
Art Director |
Dina Nadim |
Good People Films |
Wardrobe Stylist |
Amr berry |
Good People Films |
1st Assistant Director |
Mohamed Sakr |
Good People Films |
2nd Assistant Director |
Mohamed Sakr |
Good People Films |
2nd Assistant Director |
Hussein Aziz |
Good People Films |
Post Producer |
Karim Mira |
Lizard |
Colorist |
Amr Rabee |
Barbershop |
Editor |
Hosni Ali |
The Garage |
Sound Design |
Links
Video URL