57357 TVC Treatment by Ahmed Alaa Eldeeb

First of all I would like to thank you for choosing me for this inspirational and emotional campaign that certainly attracts and intrigues any director. I think we are about to make a very touching campaign that will reveal the human part in each one of us and hopefully have an impact on the audience.

Overall Approach

This campaign between the Jingle and the Race Copy gives me as a director the space to create a lot of ideas that will hopefully deliver the message that will help our cancer patients and intriguer something in the audience's minds and hearts. The key here is one, to get the audience relate and attach to our story, two show the impact of 57357 and its results and finally create a sort of continuity between the two copies.

This commercial is all about the moment and the technique! I totally am aware that the suffering moments are important in such a commercial, and the audience need to get attached to the stories, however the technique of the ad is our hero! For me what will distinguish this commercial from other competitor ones is the storytelling of the heroes in our stories along the twist that will happen in the hero's character in the race copy along with the Jingle copy that will be like a dessert meal to end our campaign with.

The Race Copy


In this copy the background and the tracking technique are our heroes! Switching from one to the other background and the reflection of this background on the hero's attitude and health state is what we will focus on delivering.

We will start with our hero running on a long pathway in a nice environment where we see greenery and blue sky, the hero looks healthy and fit.

Slowly our hero start to slow down and the weather becomes a bit dusty, this is where his parents come in and we see the background change to take us to a dusty forest and then comes the nurse with her equipments.

The parents go out of the frame and the nurse is now with our hero in the forest where we see his face changing, his hair starts to fall and he is walking rather than running now.

His face starts to age and change while we switch to a tunnel background and here comes the doctor and the donor in the background to support. Here the boy looses his hair completely and stop for a second to rest and then continues to move.

We will always track back to see the new characters entering our frame and exiting it.

The boy then after pausing to rest disappears behind one of the tunnels and then comes back out healthy again like before.

We finally cut to the nice environment again with all the people gathering around our hero in support and applauding him for this hard journey and tough achievement.

We end with a buckshot of the little hero standing and we see him looking ahead of him to a brighter future in the nice environment and then he looks back at the camera and smiles.

The Jingle Copy

The jingle copy will mostly be focusing and capturing those children sing in authentic and memorial locations where this will show the great meaning and purpose of our brand.

We will start by seeing them singing in an arena and then show the citadel in the background.

We will then switch to see them in a greenery and by this we will show another age group that is a bit older than the ones we saw in the previous sequence.

It is not necessarily that we will always see the kids posing to sing, but rather we will take reactions and interactions of those kids sometimes in those sceneries.

We will finally end with all the generations come together to finalize the song while we see them integrating, wearing a sort of uniform that identifies each age group from the other.

Camera Movement and Techniques

The visual language that we will use to portray this story is of vital importance. I fully intend to use what I could best describe as a smooth tracking visual language that could tell our story more emotionally and dramatic. A style that allows the audience to absorb the story's key moments yet also allows the key moments to become immersive. By this said, mainly the main focus of this film is mainly the four main elements that will differ mainly between beauty shots of the environment, the choir, our main hero in the race copy and finally the CGI of the changing backgrounds.

Lighting & Grading

The lighting and grading here will be very interesting as all our sequences take place in unusual and authentic places which will give us more space to use nature's influence in lighting and also result in very stylized and artistic setups for those places.

Cast & Wardrobe

The cast and wardrobe are key in this ad that's why I intend to make them wear uniforms that show that they have graduated from the journey of cancer in the Jingle copy and to have more colors in the frame as well.


So as I'm sure you can tell by now I have quite a large vision for this very touching 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 a very emotional 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.

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

Created By
Ahmed Alaa Eldeeb

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