The Multi-screen Approach
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.
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.
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.
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.