AlGioshy Steel
AlGioshy Steel was more than a commercial; it was a race against time and a showcase of precision under pressure. With an enormous storyboard, multiple Egyptian locations, and only ten days before Ramadan, this project demanded unrelenting focus. We delivered a high-quality, cinematic campaign that launched exactly on schedule, proving our team thrives even under the tightest deadlines.
Challenges
The client’s requirement was crystal clear: the ad had to air on the very first day of Ramadan no extensions allowed. This meant coordinating complex logistics across Egypt on a punishing schedule, securing permits, managing multiple locations, and keeping production quality uncompromised. The biggest challenge was maintaining a cinematic standard while racing against the clock, ensuring every location felt like an authentic part of the story despite the relentless pace.
Production
The production phase was intense and meticulously organized. Our team worked around the clock to plan, move, and shoot across varied locations, treating each setting as an essential character in the narrative. Coordination was everything: from logistics and crew management to lighting and art direction, every department had to deliver flawlessly. Despite the scale and time pressure, we stayed committed to capturing polished, cinematic frames that told a cohesive, compelling story ready to air on day one of Ramadan.
Equipment
To handle the demands of such a large, multi-location campaign in just ten days, we deployed a Panther dolly, Trinity rig, drone, and Mini LF. The Panther dolly gave us stable, classic tracking shots, essential for strong visual storytelling. The Trinity rig added complex, seamless camera moves, perfect for linking massive industrial spaces with human-scale moments. Drone work expanded the film’s scale, delivering sweeping aerials that showcased the brand’s facilities and Egypt’s landscapes with grandeur. At the heart of it, the Mini LF provided stunning large-format imagery with ARRI’s signature color and depth maintaining a polished, premium look throughout, even on a breakneck timeline.
