Coldwell Banker Egypt
The Coldwell Banker Egypt summer campaign was not just another commercial; it was a bold creative undertaking defined by endurance, precision, and visual artistry. With three separate copies to be filmed within a single day, the project became a marathon of filmmaking—24 hours with no sleep, yet a finished product that embodied elegance and cinematic finesse.
Challenges
The art direction was the core challenge of this campaign. Sand was not just a backdrop but an active element in the visual storytelling—requiring meticulous planning to integrate it seamlessly into the copy’s aesthetic. At the same time, the timeline pushed limits: three commercials in one continuous 24-hour production cycle. This meant the entire crew had to maintain unwavering energy and focus, balancing creativity with relentless efficiency. Every frame needed to carry the sophistication of the Coldwell Banker brand despite the fatigue and pressure.
Production
The production was a test of stamina and synchronization. Shooting three copies in one day demanded military-level coordination between departments—camera, lighting, sound, and art direction all working in perfect harmony. The crew pushed through a full day and night of non-stop work, ensuring that every setup transitioned smoothly into the next without sacrificing quality. Each shot was treated as a premium piece of the campaign, combining clean, controlled composition with the spontaneity required by the sandy set elements.
Equipment
To deliver cinematic imagery at this scale and pace, we equipped the production with a robust, high-end toolkit:
• Camera: ALEXA 35
• Lenses: Cooke S8/i Full Set (18–25–35–50–75mm)
• Support: Full Super Panther + Platform + Full Accessories
• Sound: Professional sound setup with speakers + mic, ensuring clarity under challenging conditions
• On-Set Tools: Clapper, good sound rig, wireless walkie-talkies with full headsets for smooth crew coordination
• Monitoring: Full wireless video assist system
• Atmosphere: Two haze machines to enhance texture and depth of frames
• Communication: Strong crew communication system to keep production tight and efficient
This comprehensive gear list enabled us to maintain cinematic standards throughout, despite the relentless pace. From the iconic warmth of Cooke glass to the crisp imagery of the ALEXA 35, every detail was captured with polish. The haze and sand gave the campaign a distinctive summer atmosphere—balancing texture, mood, and brand identity.
