Porto TVC Treatment by ahmed alaa eldeeb

First of all I would like to thank you for choosing me for this super fun and rich campaign that certainly attracts and intrigues any director. I think we are about to make a very entertaining campaign that will reveal the extra ordinary experience that each individual experiences in the land of Porto!

Overall Approach

This commercial is all about the experience! I totally am aware that the landscapes and scenery is important in such a commercial, but for me what will distinguish this commercial from other competitor ones is the storytelling of the heroes in our stories. It's the experience of the individual rather than only capturing beauty shots of each compound.

This is why I see we need to stress on the hero of each copy and tell his story in an emotional way where audience will get attached to and see themselves through the eyes of those heroes. I also think that we should translate the script in a different way where the insights are new, appealing, emotional and new!


Here it is important to express the tough life that we are living in and the sacrifices that we make for a better tomorrow even if it takes from our own pleasure and happiness. I will also stress on the down falls and the moment that each one of us faces, where he reconsiders everything and sometimes decides to change his life which is exactly what happened with our hero in this copy.

We see how the father is stuck at work and cannot do anything about it and we cut to see how his daughter is on stage waiting to do her performance and looking from backstage to see an empty seat next to her mother.

Afterwards we see him running in a hospital's corridor, where he rushes to labor room, trying to find his baby born between all the babies in front of him. He was too late he missed his own wife's labor.

This is where the commercial turns upside down and we freeze on our hero taking a step back to evaluate and stop his life. This is the moment of change, the moment where he feels he can't continue life like this and simply has to get rid of all the negativity and elements that made him lose all those life changing moments with his family, friend and even with himself! And here is where he chooses Porto!

We switch to the way life should be and how being in Porto brings back the good in our character and makes us feel happier and near to the people we love. This is seen through the mood of the picture, the colors, the music and everything seems now more fresh and happy.

We see how the family are all sharing the activity of playing tennis, where the dad is being won over his son and is clearly performing like a tired 50 year old father, the mother cheering for her kids and the young daughter sitting on the judge's chair up high and judging the game in a funny sequence.

We then see them having a sailing trip where the father is teaching his son how to fish and the young girl seems very happy when they catch a fish finally.

The father's character transforms from the sad and boring business man to an entertaining father at home who bakes and plays with his kids.

We see the father this time with his second baby in labor and how he is there from the start enjoying the feel of his child's first hand hold and standing next to his wife.

We see both parents cheering for their kid in the performance and the dad this time is present with his family while the mother is being emotional.

The Shopping sequence here will be shown through fast cut shots where the father enters the shop and start picking items, throws them to the back and we cut to see his son being dressed up piece by piece until he's all ready.

We see how his life changed at home when he had more time and how he discovered a lot of fun characters in himself when he got relieved from life's stress.

We end the copy with a family shot on a nice landscape of Porto and scenery in the back for the reunion shot of the family.

Tactical October

In the tactical copies I am thinking of focusing on the story of each individual alone, starting with the mother and how she discovers herself and multitasks in her day at Porto.

Mother Sequence

We capture her happy, waking up early in the morning, starting her day after the morning coffee and then we see her going shopping, jogging, meeting friends and also preparing everything at home properly.

Father Sequence

In the Father's copy we will be mainly focusing on the tough hard working character of the father. How he spends so many hours at his studio, planning and thinking for the life of his family and how between all this he still manages through the comfort life in Porto to have some time for himself.

We cut to see him at the gym being in complete shape and then going back home with a surprise gift to his wife and at the end we capture the couple sitting happily on the couch watching TV.

Son Sequence

In the little boy's sequence we will have him tell us his story of he became a football hero due to the circumstances that we given to him through living in Porto and his school and the cinema being next to him and how this contributed to the champ he is today.

We see him interacting in school and performing well in his studies as well as getting along with his peers.

Then we see him having the courts he needs for practice, the coaches and also the parents who dedicate their time to cheer for him in his matches.

We end all these three copies the same by ending with each character having a quick look at his watch on his wrest or on the wall and going to bed with a smile on their face. We see the parents taking their son to sleep as well.


This copy will mainly be concerned with the lifestyle of its heroes and their social life with their friends along with the female character here that we could make a photographer that is concerned with social media and taking pictures.

We will show how living in porto, not only gives you a heartwarming view of the pyramids that set your mood positively, but also gives our couple a relaxed lifestyle where they can enjoy a good life between their friends and have intimate dinner or lunch in a great view in the background with great catering as well.

We start by seeing our female hero who is a blogger that posts everything on the social media when she's inspired and is turned along the copy from an amateur photographer to a professional one because of the comfort Porto gave her.

Here we see a sequence of how the woman here appreciated the good moments and gives time to her friends and family.

We see her also capturing a funny moment of her family at home and then freeze the moment to be a picture and finally ending with our hero character posting this picture next to her other ones on the wall.

Golf Porto Marina

For the theme of this copy, I would like to focus mainly on the landscape and greenery of Porto. Showing how there is space for a lot of activities in this greenery and mainly golf and sports. Where our hero focuses mainly on his health and sports, and quality time with his family. We will target every athlete or even normal people who aim to take care of their physique and health life style.

We will capture our hero doing several sports activities like golf, swimming and horse back riding followed by a sequence in the gym where we cover all the aspects of maintaining a healthy lifestyle.

We end these sequences with drone shots where we reveal the landscape and nature of our Porto land.


In Santorini's copy it's all about the beautiful scenery! Nothing beats a good sea with an incredible view. It's the sea experience and the getaway destination that will be mainly stressed upon here.

We will see how it's a couple's getaway from the city's massive traffic and stress and how Porto gives access to nearby places and makes vacation not seem that hard anymore.

Mostly the interiors and buildings will be focused on in this copy, where we see our couple enjoying a romantic getaway while they ride the telephric and end with a great view from the infinity pool.


While we stressed in Santorini's copy on the getaway outside Egypt, here its mainly the stress on the getaway INSIDE Cairo. Because not everyone can have an abroad getaway, Porto made it possible for people to change scenery inside Cairo.

It's a rediscovery of the city Matrouh that has all the great beaches and entertainment needed for a weekend vacation.

Families can enjoy their time with their young ones on the beach and also switch off from their stressful working life.

Camera Technique

The Camera technique here will be mainly leaving a space for the audience to see the details of our frames and capture the stories of our heroes by having a slow motion technique that gives the impression of a fixed frame.

It's like capturing the good memories of this experience and having enough time to see all the things and feelings around it.

Editing Reference
Reference for VO

So as I'm sure you can tell by now I have quite a large vision for this fun commercial. What I always like to remind my creative partners of at this stage of the process is that we really are at step one of the filmmaking process.

We have a script we all love, we have a succinct vision we all desire, we have two superstars that are about to make a comedian masterpiece and we now just have to come together and really hone the story, the action on this occasion until we end up creating a film that is beyond all of our expectations.

It is my job as a director to keep pushing, to keep creating, and to keep delivering. And this is exactly what I intend to achieve for you.

Thank you for your time, I look forward to hearing your thoughts.

Created By
Ahmed Alaa Eldeeb

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