Celebrating Life As One

Project Overview: We once again collaborated with team Hameedia to produce their Eid x Avrudhu commercial. This time our brief was much more open - To produce a mood driven wholesome film that incorporated 15+ characters from all ethnicities. Some of the rules we set ourselves when crafting the concept includes 1. Not basing it entirely around narration2. It should blend elements of Eid and Avurudu seamlessly in a non-forceful way.3. The direction of talent should feel very natural and authentic as if we are capturing their actual celebrations with an invisible camera. For this project our inspiration came from "Coca Cola - Together Tastes Better" campaign where the entire commercial felt very authentic and mood driven than making it feel too staged. Production & Treatment: The production lasted 1 day with over 50 people on set including the cast and crew. It was vital we shoot as much as possible with a mix of ambient and daylight to create that "natural" look. Within 12 hours we had to shoot over 45 shots composed within 15 different scenes and we had to always be one scene ahead in terms of setup and talents required for each scene. To further add into our proposed look and feel we had to shoot the entirety of the film handheld to bring in that natural shake that adds dynamism. For this project the music and narration was skewed more towards bringing in the feeling of euphoria and wholesomeness than convey any multi layered story in contrast to the previous project. And finally sound design played a major role in bringing everything together into one seamless film.