Producer, Editor
Chai time is more than a drink break. It’s a reset, especially after a long working day.
With its new Chai Time range, McVitie’s created biscuits made specifically for that ritual, with flavors that feel warm, familiar, and made to sit next to a cup of chai: roasted pistachio, toasted almond, and creamy butter.
The campaign targeted chai lovers across the UAE, and the idea was simple: show McVitie’s Chai Time as the perfect companion to the moment people already love. The film captures that little ritual at the end of the day. It shows the shift from work mode to comfort mode, when the tea is poured, the biscuit is opened, and full immersion is unlocked for a few minutes.
To make sure the story worked properly across platforms, we shot the film simultaneously in both horizontal and vertical formats, using two separate camera units.
This allowed each version to feel native to its platform, without cropping, compromise, or loss in quality of the original visual experience.
This allowed each version to feel native to its platform, without cropping, compromise, or loss in quality of the original visual experience.
Horizontal Version
Vertical Version
CREDITS
Client: Pladis
Agency: TBWA\RAAD
Producer, Editor: Mohab Essam
DOP, Director: Ahmed Abou El Nour
Social Media Manager: Grace Bou Nehme
Client: Pladis
Agency: TBWA\RAAD
Producer, Editor: Mohab Essam
DOP, Director: Ahmed Abou El Nour
Social Media Manager: Grace Bou Nehme
