creative producer, director, editor
Ramadan during COVID couldn’t be shared the way we were used to. And instead of pretending everything was normal, we built the idea around that absence.
We launched with a hero film that starts emotionally: a mother putting her heart into preparing the perfect iftar. The table looks ready… until we reveal the truth: it’s empty.
Not because she didn’t try, but because the people she’s cooking for aren’t there.
That reveal lands like a small heartbreak, and it becomes the cliffhanger.
That reveal lands like a small heartbreak, and it becomes the cliffhanger.
Then the film flips into action: a call-to-action inviting people to use our filter and help us create the longest virtual iftar table.
The next stage was the tool itself: an AR filter on Snapchat and Instagram that let audiences capture their iftar table and merge it with their loved ones, turning separate homes into one shared table… at least on screen.
CREDITS
Client: Home of Switz
Agency: We Are Social
Creative Producer, Director: Mohab Essam
Creative Director: Amr Younis
DOP: Shadi Abu Sharar
Editing & Color Grading: Mohab Essam
Copy Writer: Lubna Alsalous
Account Manager: Mohamed Awkal
Client: Home of Switz
Agency: We Are Social
Creative Producer, Director: Mohab Essam
Creative Director: Amr Younis
DOP: Shadi Abu Sharar
Editing & Color Grading: Mohab Essam
Copy Writer: Lubna Alsalous
Account Manager: Mohamed Awkal
