Brand | DUBAI SCIENCE PARK |
Product/Service | PARALYSIS AWARENESS |
Entrant | TECOM GROUP - DUBAI SCIENCE PARK, UNITED ARAB EMIRATES |
Category | Sound Design |
Idea Creation
|
FP7 McCANN Dubai, UNITED ARAB EMIRATES
|
Idea Creation 2
|
McCANN HEALTH Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
FP7 McCANN Dubai, UNITED ARAB EMIRATES
|
Media Placement 2
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McCANN HEALTH Dubai, UNITED ARAB EMIRATES
|
PR
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TECOM GROUP - DUBAI SCIENCE PARK, UNITED ARAB EMIRATES
|
PR 2
|
FP7 McCANN Dubai, UNITED ARAB EMIRATES
|
PR 3
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McCANN HEALTH Dubai, UNITED ARAB EMIRATES
|
Production
|
FEEL PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
Post Production
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FEEL PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
Post Production 2
|
MANGOJAM STUDIO FZ LLC Dubai, UNITED ARAB EMIRATES
|
Additional Company
|
DEJAVU Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
Influencers, in the UAE across age groups and nationalities, attend a film screening in cinemas.
But their entertainment experience needs to wait, as they are constricted in their cinema seats and watch a shot of a ceiling lights.
For over 5 minutes, nothing changes visually.
The clock ticks unsettlingly, the tubelights' drone buzzes, and sounds of the environment fill the seconds - until a child walks in, revealing this was how it felt to be paralyzed every day of the year, and there was hope in preventing and managing paralysis with Dubai Science Park.
With a haunting call-to-action from a young girl (cast from 1013 profiles) who typifies the constrictive nature of the film's premise, and unnerving sound design that helps intensify the situation, the 365-second film gives an insight into the horror of paralysis - by offering a glimpse through the eyes of someone who is paralyzed, 365-days-a-year.
Cultural / Context information for the jury
As human beings, our empathy influences how we classify the importance of things we should focus on. It’s only when we feel what others are going through that we really become aware of their need and their anxieties. And only then do we care.
So, to get people aware and talking about paralysis, we wanted to target people who are used to a world that’s moving fast and are restless.
We wanted them to feel constricted and restricted by this film to get the message and point across effectively. Because when someone is paralysed, their life is stuck much like this film is stuck on one frame.
What they see. What they hear. What they go through in their day. It’s all stuck in time.
We wanted to capture that and make this an (initially) unnerving and frustrating, and then, an empathic experience for people.
Thus, making paralysis talked about.
Tell the jury about the elements of sound design.
When you’re paralyzed and stuck with one limited view and limited movements, sounds are accentuated.
Every element in the sound was designed to work in perfect claustrophobic harmony, strengthening empathy with those paralyzed.
The droning buzz of the tubelights helped build an unnerving anticipation especially as it picks up. We recorded it with live tubelights and treated it to create the unsettling feel.
The ticking of the clock was extremely intentional. The person is stuck in time. The person’s time is passing by. The only thing the person can focus on is the clock’s sound. It holds meaning.
The soft breathing of the person on the bed especially when it picks up builds that feeling we wanted.
The distant beats of life-support machines and the distant ambient sounds (recorded in a hospital) add life, and amplify upon the girl’s appearance, making it clear that it was a hospital all along.
Credits
Marwan Abdulaziz Janahi |
Dubai Science Park |
Managing Director |
Reem Shabaan |
Tecom Business Districts |
Executive Director |
Saad Yusuf |
Tecom Business Districts |
Director of Marketing and Events |
Amy Elaskary |
Dubai Science Park |
Marketing Manager |
Tahaab Rais |
FP7 McCann MENAT |
Concept & Idea |
Tahaab Rais |
FP7 McCann MENAT |
Film Director |
Tahaab Rais |
FP7 McCann MENAT |
Writer |
Saad Yusuf |
Tecom Business Districts |
Writer |
Aeyaz Hassan |
Dejavu Dubai |
Director Of Photography |
Sandip Shivtarker |
FEEL Productions |
Executive Producer |
Manasvi Gosalia |
Dejavu Dubai |
Executive Producer |
Angee Ibrahim |
FEEL Productions |
Producer |
Jayvee Banaag |
FEEL Productions |
Post Production Producer |
Zera Azmi |
N/A |
Hair and Make-up Artist |
Ebin . |
FEEL Productions |
Editor |
Swapnil Patole (ICG) |
Famous Studios Ltd. |
Chief Colourist |
Karen Kamel |
McCann Health Dubai |
General Manager |
Fouad Abdel Malak |
FP7 McCann Dubai |
Regional Executive Creative Director |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Prajakta More |
McCann Health Dubai |
Associate Creative Director |
Prajakta More |
McCann Health Dubai |
Writer |
Aditi Shah |
McCann Health Dubai |
Art Director |
Richa Kavalekar |
McCann Health Dubai |
Principal Medical Writer |
Syed Shuja |
FP7 McCann Dubai |
Designer |
Inaan Budhiraja |
McCann Health Dubai |
Senior Business Development Executive |
Wilbur D’costa |
MangoJam Studio |
Executive Producer |
Joe Najm |
MangoJam Studio |
Sound Designer |
Ashraf Muhammedunny |
FP7 McCann Dubai |
Case Editor, Motion Artist, Videography |