The Multi-screen Ap­proach

ArabAd - - COVER STORY -

The Road Ahead

The rel­e­vance of the in­dus­try to­day lies in the power of con­tent. Look­ing at how we can el­e­vate sto­ry­telling in all its var­i­ous as­pects from the con­cept to the vis­ual to the script to the pro­duc­tion. Whether for en­ter­tain­ment or com­mer­cial pur­poses, on­line, TV or any plat­form, all are about cre­at­ing ex­cep­tional con­tent.

At Olive Tree this is our mis­sion. But we do know that the road is chal­leng­ing and it will take a lot of time and ef­fort from the in­dus­try as a whole to ed­u­cate writ­ers, clients and our au­di­ence to de­velop more so­phis­ti­ca­tion in the fu­ture. We are in a tran­si­tional stage right now where we are mov­ing be­tween old and new and we should in­vest in de­vel­op­ing skills of lo­cal tal­ent and en­cour­age clients to take more chances with a more mod­ern ap­proach.

Old vs. New

The 30' sec­ond for­mat is no longer king, which is why we are ex­plor­ing and ex­per­i­ment­ing with mul­ti­ple for­mats to fit var­i­ous chan­nels: on­line and all the new plat­forms in the mar­ket have played a big role in the way we view and cre­ate con­tent to­day. Medi­ums like Snapchat favours a shorter for­mat with the youth and we de­velop short and long form con­tent to music videos to short films to web se­ries. I think any­thing goes to­day but only if the con­tent is com­pelling and mem­o­rable enough.

Lat­est Projects

We are proud to present: ‘Es­say on a Love Story’, a short film con­ceived and cre­ated by us in col­lab­o­ra­tion with Chadi Younes for our sixth year an­niver­sary. The video tells a sim­ple story that is both hu­man and uni­ver­sal: at the heart of the plot is the idea that we all cre­ate our own drama to be able to fully live the emo­tional hu­man ex­pe­ri­ence. So in­evitably many of our sto­ries come from within. A story within a story that ex­presses our heart and soul, the core of Olive Tree and the mem­o­rable con­tent we cre­ate.

Branded Con­tent

In this re­al­ity web se­ries, we fol­low two best friends in real life on a unique jour­ney where they are liv­ing ex­tra­or­di­nary ad­ven­tures un­der Nana’s #Live­fear­less um­brella. A branded con­tent project that took us around the globe from Ice­land to Tokyo. While Hiba Bous­tami from Jor­dan picked her sis­ter Nour to join in a phys­i­cally chal­leng­ing trip in Ice­land, In­grid Bawab from Le­banon in­vited her cousin Joy Bawab to a jour­ney of colour­ful trans­for­ma­tions in Tokyo. It was all a mat­ter of our cam­eras cap­tur­ing travel, fun and girls seiz­ing the moment and liv­ing it to the fullest.

Rolly Dib,


3 Min­utes Music Video Our lat­est motto has been: "Col­lab­o­rate to Cre­ate". We pro­duced the new music video for Mashrou’ Leila’s new re­lease song '3 min­utes’. This was a project that em­bod­ied the essence of what pure col­lab­o­ra­tion is about. We were in­vited by Publi­cis Beirut to cre­ate this branded con­tent project for Ab­so­lute vodka as part of their 'Trans­form To­day' cam­paign that aimed to use art and cul­ture to up­lift, in­spire and ex­press, all of which was trans­lated by en­gag­ing ML'S fans in the cre­ation process of the song.

IZA J Earthy Talks Video

A doc­u­men­tary-style video pro­duced for Ibrahim Zein Jew­elry, por­tray­ing the founder's vi­sion and jour­ney to suc­cess.

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