Unlike the normal casting process, where a casting director hunts for strong acting skills and certain characteristic to fit a scripted character, we scouted for real families to translate our concept through them. The criteria mainly involved an influential family who are known for a profession which touches core passion points in the Egyptians lives. Insights on the family were gathered through in-depth interviews with the families as well as in their neighborhoods, about the commonalities which they proudly share and reflect the family’s distinctiveness. The insights ranged from commonalities in characteristics, traits and point of view on the profession up to nationwide appreciated and recognized jobs. The gathered data allowed us to base the concept on the families real identities with the support of the art direction and the anthem’s script, to ensure that the concept was reflected both visually and lyrically, simultaneously.