Work created at MI7 Cairo - Egypt.
Creative directors : Tarek Montasser & Andre Segone.
Scope of work : Agency Creative Team Leader handling creative interpretation & visualization | storyboard conceptualization, compositing & creation | Art-direction & Design.
Brand : Rayeb is the market leader of fermented milk probaiotic product for indigestion in Egypt.
Insight : Egypt is a nation that lives to eat. They’re consistently looking for products to help regulate their digestion. All egyptians have a soft spot to tempting street food.
Creative Concept, Visual Solution & Design Inspiration : Celebrating street food & Art! Egyptian Iconic neon kitschy Street Signage & Visually customized diverse Calligraphic styles (used heavily in food shops) are transformed into slang jokes as a medium of communication indigestion of all time favorite egyptian street food.
JUHAYNA RAYEB STREET SIGNS TVC
ORIGINAL MOODBOARD COLORING, LIGHTING, SETUP & FRAMING DIRECTION REFERENCE INSPIRATION
ORIGINAL MOODBOARD CALLIGRAPHIC VISUAL LANGUAGE & SIGNAGE STYLES REFERENCE INSPIRATION
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