Ahl Masr Hospital Campaign
TECHNICAL CHALLENGES
THE PROJECT WAS SO CHALLENGING IN TERMS OF BOTH TIME AND QUALITY, WE HAD 3 DAYS BEFORE "RAMADAN" TO DELIVER THE 1ST COPY.

IN SUCH TIGHT DEADLINE, WE WORKED TO INCREASED THE NUMBER OF ARTIST, And the difficult equation was TO HANDLE THE ARTIST TO DELIVER ONE VISION AND ONE STYLE.
VISUAL CHALLENGES
ONE OF THE MOST CHALLENGING PART IS TO ENGAGE THE AUDIENCE MORE AND TOUCH THEIR FEELINGS WITHOUT SHOWING "GRAPHIC CONTENT" THAT MAY HURT THEIR EYE AND MAKE THE FEEL THIS CAMPAIGN SHOULD NOT BE WATCHED AGAIN, INSTEAD WE WANT TO GRAB THE AUDIENCE ATTENTION TILL THE END OF THE ADS WITHOUT EXPOSING THEM ANY VIOLENT SCENES.
IN  ADDITION, WE HAD TO MAKE SURE THAT THE AUDIENCE EXPERIENCED ALL THE STAGES OF THE STORY AND FEEL THE Firepower and the ugliness of what fires do to a burn victim.

OUR SOLUTION WAS TO CREATE A CAMPAIGN OR A VIDEO SERIES VISUALLY AND EMOTIONALLY ENGAGING FOR THE ADULTS AUDIENCE.
WE MANAGED TO VISUALLY INTERPRET 5 COPIES. EACH AND EVERY ONE WAS A UNIQUE TRUE STORY ABOUT one member of a typical Egyptian family. We focused on each story content in order not to miss any of the five stages of a short story. In addition, we managed to make the best out of each scene in order to touch the audience's feelings without showing any burn victims through the 5 videos. Moreover, we tried to transfer the psychological and physical pain that each victim experienced in his /her story.
"CHARACTERS"
Ahmed Nady, Yahia Hassan "Anchovy" and Mohamed Mostafa "Picasso", the artists what created the visual art of the project, each artist has been known for his own style & Technique, However they agreed on the main Pillars and features of the characters to be Egyptian \ Semi Life illustration style. these II main characteristics lead the to the point of creating the personality in a coherent way.

the style of the project "NOIR COMIC" that adults can relate to. Moreover characters were designed with different personalities that support the Acting part in the Scenes, to help tell the story and hit the audience with different Emotions.​​​​​​​

"BACKGROUNDS"
WE CREATED VARIOUS GROUPS OF BACKGROUNDS THAT SUPPORTED THE STORY OF EACH COPY, IN ADDITION, WE FOCUSED ON SHOWING THE EGYPTIAN CULTURE THROUGH OUR DESIGNS...

FOR EXAMPLE, THE "WEDDING" COPY HAD A TYPICAL ATMOSPHERE OF LOCAL WEDDING CELEBRATION, THESE TINY DETAILS ADDED A LOT TO OUR WORK AS OUR TARGET AUDIENCE CAN RELATE AND FEEL IT.
"FATHER" COPY 1/5
Art Director | Ahmad Nady
THE FATHER COPY IS TELLING A STORY OF FATHER WHO FELL ASLEEP AND FORGET TO TURN OFF THE HEATER WHILE HIS SON WAS SLEEPING.
FATHER COPY 1/5
"STORYBOARD \ ANIMATICS"
FATHER COPY 1/5
"STILL FRAMES"
FATHER COPY 1/5
"BREAKDOWN"
FATHER COPY 1/5
"FINAL VIDEO"
OIL PAN COPY 2/5
Art Director | Ahmad Nady
THE OIL PAN COPY IS TELLING A STORY OF FAMILY FIGHTING AT THE KITCHEN, THEIR DAUGHTER GET AN ACCIDENT HIT BY HOT OIL PAN
OIL PAN COPY 2/5
"STORYBOARD"
OIL PAN COPY 2/5
"STILL FRAMES"
OIL PAN COPY 2/5
"FINAL VIDEO"
"MOTHER" COPY 3/5
ART-DIRECTOR | Picasso (Muhmmed Mostafa)
THE MOTHER COPY IS TELLING A STORY OF MOTHER WHO COULDN'T RESCUE HER SON WHO WAS A BURN VICTIM, A PROBLEM HAPPENED AT THE KITCHEN THAT CAUSED A FIRE ALL OVER THE HOUSE.
MOTHER COPY 3/5
"STORYBOARD \ ANIMATICS"
MOTHER COPY 3/5
"STILL FRAMES"
MOTHER COPY 3/5
"BREAKDOWN"
MOTHER COPY 3/5
"FINAL VIDEO"
"COUSIN" COPY 4/5
ART-DIRECTOR | Picasso (Muhmmed Mostafa)
THIS STORY IS ABOUT A GIRL WHO WAS PLAYING WITH HER COUSIN AT THEIR GRANDMA'S HOUSE, UNINTENTIONALLY, THE GIRL HIT A BOILING WATER POT AND COME OVER THEIR FACES
"COUSIN" COPY 4/5
"STORYBOARD"
"COUSIN" COPY 4/5
"STILL FRAMES"
"COUSIN" COPY 4/5
"FINAL VIDEO"
"WEDDING" COPY 5/5
ART-DIRECTOR | Yahia Hassan (Anchovy)

THE WEDDING COPY IS TELLING A STORY OF AN EGYPTIAN FOLKLORE WEDDING THAT TURNED INTO A DISASTER INSTEAD OF BEING CELEBRATION, IT'S ALL STARTED WHEN ONE OF THE GROOM'S FRIENDS LIT SOME FIREWORKS WITHOUT THE RIGHT PRECAUTION.
"WEDDING" COPY 5/5
"STORYBOARD \ ANIMATICS"
"WEDDING" COPY 5/5
"STILL FRAMES"
"WEDDING" COPY 5/5
"BREAKDOWN"
"WEDDING" COPY 5/5
"FINAL VIDEO"

TEAMWORK

DIRECTOR
AHMAD NADY

CLIENT

AGENCY 

PRODUCER 
AMIRA ESMAIEL

DESIGN

EXECUTIVE PRODUCER
EHAB BADR

ART-DIRECTION
AHMAD NADY
Muhmmed Mostafa  (Picasso)
Yahia Hassan (Anchovy)

ANIMATION

POST-PRODUCER
RADWA ARAFA

ANIMATION SUPERVISION
MAZIN AZMY

DESIGN
MAHMOUD BIBO

ANIMATION TEAM
MOSTAFA BAHGAT
SOHAIEB MAHMOUD

TRADITIONAL ANIMATION
SUMAYA KILANI

Ahl Masr Hospital Campaign
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Ahmad Nady