Work that raises the bar

Var­i­ous re­gional clients, renowned and up-and-com­ing, have en­trusted and en­listed the tal­ents of the cre­ative pro­duc­tion house. They all have one thing in com­mon: they look to im­press and trust that City Films will al­ways de­liver.

ArabAd - - COVER STORY -

When it came time to launch the Nis­san Pa­trol for ex­am­ple, TBWA\RAAD Dubai called on City Films and Ger­man di­rec­tor Nico Kreis, nom­i­nated for New Di­rec­tor of the Year at the Shots Awards in 2005 and win­ner of the Young Lions Award, to han­dle the job. The lead­ing nar­ra­tive was an epic bat­tle be­tween city and desert that po­si­tions Nis­san’s Pa­trol as a car that can han­dle any ter­rain. Re­al­iz­ing this vi­sion, how­ever, in Dubai in the mid­dle of Au­gust, was a dif­fer­ent ball game al­to­gether that came with an end­less list of chal­lenges - the pro­duc­tion house man­aged to tackle them all by think­ing out of the box.

To start with, City Films had to find the right team to ex­e­cute in the sum­mer in Dubai- they ended up hav­ing to fly in global act­ing and de­sign tal­ents es­pe­cially for the job. Next, the blis­ter­ing heat: the 50-de­gree weather loos­ened the sand, which made it a se­ri­ous chal­lenge to chore­o­graph and film the cars as de­sired. The drones also mal­func­tioned in the heat, mak­ing it im­pos­si­ble to shoot the city scenes. The so­lu­tion? The team de­signed an en­tire vir­tual city in CG. They also de­signed an epic sand­storm in CG, a task that couldn’t have been done with­out the team’s pro­duc­tion and post-pro­duc­tion ex­pe­ri­ence, in­tu­ition and pa­tience. Add to that com­pli­cated syn­chro­niza­tion feats be­tween mul­ti­ple drones and Rus­sian arms, and you have the per­fect mix for a near im­pos­si­ble mis­sion. The team pulled it off beau­ti­fully how­ever, and along with in­cred­i­ble vis­ual ef­fects from Am­bas­sadors post­pro­duc­tion house, the re­sult was a stun­ning, hero of a com­mer­cial.

Other projects have re­quired dif­fer­ent skill sets from the team. Along with JWT Doha, Am­bas­sadors and di­rec­tor Daniel Ben­mayor, City Films has pro­duced a num­ber of light-hearted com­mer­cials for QNB that star Xavi Her­nan­dez, the bank’s of­fi­cial brand am­bas­sador. The ads have de­manded in­tri­cate an­i­ma­tion, CG de­sign, in­sane wardrobe changes and more- all on very tight deadlines. The lat­est Xavi com­mer­cial gar­nered over 5 mil­lion views within the first week of post­ing. City Films was able to step up to the plate and de­liver world­class com­mer­cials fit­ting of the bank’s stand­ing and the foot­ball player’s im­age.

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