Film Craft > Craft: Film

OUR STRENGTH IS IN OUR DIFFERENCES.

MEMAC OGILVY, Dubai / AL JAZEERA ARABIC / 2016

Awards:

Silver Dubai Lynx
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Film
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Overview

Credits

OVERVIEW

Film Description

Our provocative Brand Film for Al Jazeera Arabic takes a journey through the most opinion-sparking scenarios of the Arab World, from politics to migration. As the region’s largest Arabic news network, our film daringly answers our network’s criticism of being biased and one-sided, by poignantly revealing all the diverse viewpoints our network supports, no matter how opposing they are. Because when it comes to our commitment to diverse reporting, no opinion can be wrong.

Cultural

For our evocative Brand Film, we really wanted the sound design to be an extension of the cinematography, to draw in the audience into our film as much as our editing and footage does. Each sound is designed to immerse the audience into our journey, but also to amplify and heighten their emotions at the right moments throughout our film, from moments of pure intensity and chaos to moments of spirituality and silence. We also wanted to ensure our sound design did not compete in any way with our original music track we composed, but to complement it and work in harmony with it in a balanced and realistic way.

We wanted to also stay true to authenticity in our film, so we captured many of our sound effects from real-life locations we filmed in across the Arab World, from streets crowds in Dahia, Lebanon, to actual rain showers in Southern Turkey. It’s the familiarity of these sounds that we wanted to use to tug at the heartstrings of Arabs, connecting to them in a more powerful way throughout the film.

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