CLIENT AVRELLE COSMETICS - APR 2023
CATEGORY CREATIVE DIRECTION & SCRIPT
AVRELLE: THE
EMERGENCE
She's like an iceberg; there is so much depth to her, more than what meets the eye. AVRELLE: The Emergence is a lifestyle ad for the launch of the haircare brand which aims to translate the traits and demeanor of the Avrelle woman persona into an experience, where the ridged translucent iceberg is used as an analogy to represent the brand's essence.
"Do they think they know me? Yes, they see a woman: feminine, bold, and empowered, yet, they don't fully see what really makes me, me."
"They see the visible crest that I leave above the water, just like an iceberg. And underneath is a depth that is uniquely mine. I am a spectrum of who I am, who I was, and who I aspire to be. It’s time to stop hiding and pretending. It’s time to emerge, break the ice, and be unapologetically me."
GETTING TECHNICAL WITH OUR
HOLY STORYBOARD
Team
SARAH T. SHANNON — CREATIVE DIRECTOR
SHAWKY ABDALLA — CO-CREATIVE DIRECTOR
SHAWKY ABDALLA — SCRIPT
Credits
BIG BEAR/PIXEL STUDIOS:
MOUSTAFA KHOURSHID — EXECUTIVE PRODUCER
MOHAMED ZAKI — CO-PRODUCER
AYA GAAFAR — CO-PRODUCER
RIMON MEDHAT — ASSISTANT PRODUCER
OMAR NAYEF — DIRECTOR
MOSTAFA MEDHAT — DOP
RANA TAREK — ART DIRECTOR
EMAD EL GHATTAS — HEAD OF PRODCUTION
MAHMOUD SABRY — PRODUCTION MANAGER
MOHAMED ABDEL AZIZ — 1ST AD
AHMED GAMAL JIMMY — STEADICAM + FREEFLY OPERATOR
MOHAMED TAMER — FOCUS PULLER
AHMED FATHY — GAFFER
CULT POST HOUSE:
HOSSAM HELMY — EDITOR
YASSER ABDELGAWAD — ASSISTANT EDITOR
ABDALLAH ATTA — COLORIST
HANI GOBEIL — ASSISTANT EDITOR
MAHMOUD GHAREEB — VFX SUPERVISOR
HAZEM HELMY — POST PRODUCER
THE POST — OFFICE CGI
MADA KHALED — MUSIC PRODUCER
MADA KHALED — MUSIC COMPOSITION/SOUND DESIGN
FLAVIA MENEGHETE — CAST
NEXT PROJECT
SEEK US OUT, STRANGER
hello@wearethecult.com