creative producer, director, editor, colorist
Father’s Day has a weird problem in the Middle East: it exists… but it doesn’t hit the way Mother’s Day does. Dads are often treated like the “supporting character” in parenting. Important, sure!
But rarely are the ones we stop and celebrate out loud.
But rarely are the ones we stop and celebrate out loud.
Add another truth: fathers are usually the gifters, not the gifted. And even when people want to gift them something, they freeze. What do you even buy your dad?
That’s where we found the opportunity for Floward: not by pretending flowers are the obvious “dad gift,” but by using flowers as a vehicle for something dads don’t get enough of: appreciation.
Our hero film plays with a classic archetype: a typical Arab father with a short fuse, always on standby for trouble. His daughter approaches, and you can almost hear the inner monologue:
What did you do? Where is it? How bad is it?
He jumps to conclusions, bracing for mischievous news… and then the narrative flips.
For once, he isn’t receiving a problem. He’s receiving gratitude.
What did you do? Where is it? How bad is it?
He jumps to conclusions, bracing for mischievous news… and then the narrative flips.
For once, he isn’t receiving a problem. He’s receiving gratitude.
That small twist is the heart of the piece. Funny, familiar, and then unexpectedly warm.
We created two versions of the hero: one tailored for a Middle Eastern audience, and one adapted for a British audience. Same emotional turn, different cultural tuning.
We created two versions of the hero: one tailored for a Middle Eastern audience, and one adapted for a British audience. Same emotional turn, different cultural tuning.
Middle Eastern Version
British Version
CREDITS
Client: Floward
Agency: We Are Social
Creative Producer, Director: Mohab Essam
DOP: Shadi Abu Sharar
Arabic Copywriter: Mohamed Tharwat
English Copywriter: Maximilian Hylkema
Editing & Color Grading: Mohab Essam
Client: Floward
Agency: We Are Social
Creative Producer, Director: Mohab Essam
DOP: Shadi Abu Sharar
Arabic Copywriter: Mohamed Tharwat
English Copywriter: Maximilian Hylkema
Editing & Color Grading: Mohab Essam
