UDF
UDF was far more than a standard real estate campaign; it was about telling the story of a national vision. Backed by the Egyptian government, this project aimed to showcase large-scale, transformative urban development across multiple governorates. It wasn’t just selling property it was selling progress, ambition, and the promise of a better future.
Challenges
The scope of this campaign was massive. Capturing authentic, compelling visuals across diverse, widely separated locations meant managing intense logistics on a tight schedule. Every shot needed to communicate not just architecture, but purpose highlighting the scale and ambition of government-backed development while remaining human and relatable. Balancing grand scale with personal storytelling was the creative challenge that guided every production decision.
Production
Production was about scale, planning, and unity of vision. The team coordinated shoots across multiple governorates, ensuring seamless travel, local permissions, and consistency in visual style. Each location was treated as a character in the story, with careful framing and lighting designed to highlight its significance while fitting into the broader narrative. The atmosphere on set was purposeful and driven, with everyone aligned around delivering a cohesive message of progress and national development.
