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Sari S Saab

@saritistique

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Co-Founder & Creative Director,
representing Not So Civilised.
@notsocivilised
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WHY THIS PANEL DESIGN? You’ve probably seen these MPAA Green Band also called Motion Picture Rating Card. We took that reference and made it our own. You know the feeling these cards create before a film even begins. A sense that something intense, unexpected, or maybe uncomfortable is coming. That was the feeling we wanted to bring to Oil & Gaz, without spelling it out. Because what we were about to show was real. Real athletes, real actions, real moments. Nothing imagined, recreated, or exaggerated. A warning before the action. Except nothing you’re about to see is fictional.
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Because before every production, there is a pre-production phase in which the creative strategy is set, the concept is developed, and the treatment is translated all in a creative presentation. All we need to jump to production. This allows the whole working process to be organized, clear, and never far from the core idea and plan set in the presentation. The creative presentation becomes the creative bible of the project. The north star. The only reference.
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Moving On
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SKIPPING STRATEGY AND CONCEPT AND DIRECTLY JUMPING INTO FILMING OR EXECUTING IS THE WORST WAY TO WORK. CREATIVE STRATEGY IS THE CONDITION AND THE CORE OF THE CREATION OF SOMETHING STRONG. A GOOD IDEA WITHOUT THE RIGHT STRATEGY IS A BAD IDEA. A GOOD STRATEGY WITH A BAD EXECUTION IS A BAD STRATEGY. THE “TRINITY” OF A SUCCESSFUL PROJECT IS THIS RESPECTIVELY: 1- CREATIVE STRATEGY 2- CREATIVE DIRECTION 3- CREATIVE EXECUTION WITHOUT A CREATIVE STRATEGY NOTHING HOLDS TOGETHER. THE WORK FALLS FLAT. IMPACT DISAPPEARS. YOU’RE JUST FILLING SPACE. IT’S JUST SURFACE. IT’S JUST CONTENT. WE ARE NOT HERE TO DO CONTENT BUT TO TAKE ANY CASE OR IDEA OR PROJECT FURTHER BY PROTECTING IT WITH A CREATIVE STRATEGY FIRST AND THEN EVERYTHING ELSE FOLLOWS.
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A project to remember. @naggiar_ @thelab.naggiar 11 artists. 11 pieces. 11 stories. 11 worlds. @missakterzian_art @ouisammelhem @charles.kh @naylaromanosiliya @mariemuniercreations @ghazibaker @zenaassi @joseph_el_hourany @naylakaisaroufim @karenchekerdjianstudio @ihabahmadartist Thank you @philippenajjar & @cyrilnajjar for trusting the process, and for giving us full creative freedom. To the artists: thank you for your presence, your sensitivity, and your openness. Interrogating you felt like sharing coffee it was hard to stop asking. And to the @notsocivilised team who made this happen. @ralphhelali @saritistique @_miamadi @marilyn.atallah @avedis_sound_mixer and the bigger team behind it all. WHOEVER DARES JOINS
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To the next chapter. DARE.
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There are 8.3 billion people living on Earth. Professional and elite athletes represent only a fraction of them. This is the fraction we chose to show. @oilandgaz_______________ @angelinaneaymi The following Campaign features real athletes and real actions. All events filmed are real and nothing is staged or exaggerated. Only real sweat and pain. No Ai or SFX. By @notsocivilised
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No adventure shoot is complete without @gopro . We brought Four HERO13 Black cameras, a DJI Mavic 3, and a custom-built 5-inch FPV drone made specifically for this project. Because what would a shoot about flying be without drones and GoPros. Each piece of equipment had a role to play, from capturing different perspectives to tackling the aerial sequences that made this production particularly challenging. Thanks to the team behind it. @beirutwingsfto @thejoebi
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At what cost? A Project For Oil & Gaz
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Every brand on Earth deserves a unique identity, accompanied by authentic, intelligent, and beautiful communication. Communication does not have to adhere to stereotypical methods. Unforgettable and phenomenal communications often stand in stark contrast to the ordinary and the expected. Great communication is inherently simple and unpretentious. It is not determined by budget constraints or extravagant superficialities. An effective advertisement always stems from a straightforward idea, a smart and genuine concept that is articulated in a language that resonates with the local culture, bringing something new that can be forever associated with the brand. This is the power of a great concept when it aligns seamlessly with the true identity of the brand. Thank you, Tropicana, for placing your trust in me and in Phenomena. I would like to extend a heartfelt thank you to the dedicated ‘average fighters’ of both the creative and production teams at Phenomena. Your resilience and commitment, even amidst the chaos of the situation and challenges of this project, have made all the difference. Client: Tropicana Creative and Production Agency: PHENOMENA Creative Director and Copywriter: Sami Saab Director DP: Fadi Kassem Producer: Sari Saab Production Manager: Nidale Nakouzi Assistant Director: Cynthia Kassis Casting Director: Loane Saab Production Coordinator: Robin Haykal Production Assistant: Sam Saab Rental: Final Cut Gaffer: Fares Mrad - Johnny Mrad E Loader: Joseph Mrad Camera Operator: Sam Nassif Focus Puller: Amir Fakih Stylist: Sari Saab Editing: Youssef Germanos Actors: Hussein Kameh by Promote Yourself Joe Ramia Grading: Fadi Kassem VFX: Walid Moussa Sound Engineer: Avedis Kelzi Sound Designer: Walid Sarrouh BTS: Jean Pierre Ishac BTS Edit: Loane Saab Make up Artist: Claudine Choueiy Catering: Hayat Doner Saida A special thank you from the heart to: The Lebanese Army Hussein Trad Mohamad Trad Ahmad Trad Ibrahim Ezzeddine Hanan Daher Rita Khajikian To the entire Tropicana and Hayat Doner Saida teams Saida Municipality #Phenomena #Phenomenal #Tropicana #خبصة #خبصة_ولا_أطيب_من_هيك
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It Is Pure Love Client: The Concept Furniture Store Creative and Production Agency: PHENOMENA Creative Director and Copywriter: Sami Saab Director DP: Fadi Kassem Producer: Sari Saab Actors: Samia Moutran Rita Germanos Maya Jaafar Michel Gebran Manuel Barakat Majed Tanios Ali Sammouri Charbel Chalhoub Darine Semaan Production Manager: Nidale Nakouzi Assistant Director: Cynthia Kassis Casting Director: Loane Saab Production Coordinator: Robin Haykal Production Assistant: Sam Saab Rental: Final Cut Gaffer: Fares Mrad - Johnny Mrad E Loader: Joseph Mrad Art Director: Gabriel Moufarrej Stylist: Vicken Kendir Focus Puller: Samer Sardouk Editing: Youssef Germanos Grading: Fadi Kassem VFX: Walid Moussa Sound Engineer: Avedis Kelzi Sound Engineer Assistant: Taniel Kelzi Sound Designer: Walid Sarrouh BTS: Jean Pierre Ishac BTS Edit: Loane Saab Make up Artist: Johanna Kamar Hair Dresser: Nader Sidani Catering: Ali Sbaity #Phenomena #TheConcept #PureLove
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It Is Pure Love Client: The Concept Furniture Store Creative and Production Agency: PHENOMENA Creative Director and Copywriter: Sami Saab Director DP: Fadi Kassem Producer: Sari Saab Actors: Samia Moutran Rita Germanos Maya Jaafar Michel Gebran Manuel Barakat Majed Tanios Ali Sammouri Charbel Chalhoub Darine Semaan Production Manager: Nidale Nakouzi Assistant Director: Cynthia Kassis Casting Director: Loane Saab Production Coordinator: Robin Haykal Production Assistant: Sam Saab Rental: Final Cut Gaffer: Fares Mrad - Johnny Mrad E Loader: Joseph Mrad Art Director: Gabriel Moufarrej Stylist: Vicken Kendir Focus Puller: Samer Sardouk Editing: Youssef Germanos Grading: Fadi Kassem VFX: Walid Moussa Sound Engineer: Avedis Kelzi Sound Engineer Assistant: Taniel Kelzi Sound Designer: Walid Sarrouh BTS: Jean Pierre Ishac BTS Edit: Loane Saab Make up Artist: Johanna Kamar Hair Dresser: Nader Sidani Catering: Ali Sbaity #Phenomena #TheConcept #PureLove
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