The Pride in Great Work

ArabAd - - COVER STORY -

The Pro­duc­tion In­dus­try

Our in­dus­try is fac­ing many dif­fi­cul­ties and chal­lenges mainly due to ma­jor bud­get cuts all over the re­gion. Our big­gest chal­lenge is to find ways to keep the same qual­ity out­come but spend less on pro­duc­tions. It's a tough chal­lenge I must say and we should work hand in hand with the agen­cies/clients to cre­ate proper ideas ex­e­cuted in de­cent means us­ing the cur­rent bud­get cuts im­posed on us!

The 30-sec­ond Com­mer­cial

The 30-sec­ond for­mat is los­ing de­mand in light of new me­dia cre­ated: Web con­tent, On­line films, Dig­i­tal ac­ti­va­tions, are novel for­mats we're us­ing that vary in length from 10 sec­onds to two min­utes. As for how many TVCS we’ve pro­duced last year, by my count, it was 16 for Le­banon and the re­gion.

Lat­est Projects

We've been in­volved in a chal­leng­ing in­ter­na­tional cam­paign for Garnier - Pure Ac­tive, which was shot in Spain and in­volved three in­ter­na­tional mod­els each rep­re­sent­ing a dif­fer­ent mar­ket: South Africa, Mid­dle East and Europe. It was quite chal­leng­ing for us to pre pro­duce this cam­paign and be ready to de­liver it in a very lim­ited time frame, but we made it hap­pen in record time mainly due to the ef­forts of a great agency and client. To con­clude, I have to ad­mit, we're su­per happy with the end re­sults.

Ray Barakat

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