TV COMMERCIAL | EGYPT | 2019
WE WORK FOR YOU
AWARNESS CAMPAIGN: EGYPT’S PATH TO SOCIAL REFORM
THE EGYPTIAN MINISTRY OF INVESTMENT AND FOREIGN TRADE
Director — Abanoub Nabil
Producer — Waleed Tawik
Production House — BTS Media Production
Cinematographer — Mina Nabil
Production Designer — Lamis Souliman
Neutral Set Design of The Social Campaign
In this campaign that is framing different cities, the artistic intention is to create neutral sets that reflect everyday Egyptian life, ensuring the audience feels connected to the TVC.
The goal for the art direction is to blend seamlessly rather than stand out as an artificial set, serving as a frame that authentically captures the diverse styles and visuals of Egyptian cities and communities.
Color
Palette
Supporting the campaign’s social goals, the color palette blends neutral tones with Egyptian landscape hues, creating diverse spaces that connect with all Egyptians, from desert to sea.
Each Egyptian city is represented by a unique color scheme, drawn from the main palette, reflecting its distinct style. Together, these palettes create harmonious visuals.
ADV’S
DESIGN BOOK
The production design for this ad involves set and costume design, along with creating sketches and visualizations to organize the scenes. In collaboration with the director and cinematographer, I produce the storyboard. The sets were created across Alexandria, Cairo, Luxor, and Aswan.
Production Designer — Lamis Souliman
Art Assistant — Nour Fawzy
Prop Master — Mohamed Ousa
