John Melo - Saudi Artisanal Company

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Landor & Fitch

Saudi Artisanal Company

Throughout Saudi Arabia, numerous skilled individuals craft exquisite artefacts from natural materials. However, these artisans often work in isolation, resembling a scattered cottage industry.

Saudi Artisanal Company was founded to support and protect this native craftsmanship, and they needed a film to introduce their initiative to employees, stakeholders, and the public.

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As we began our creative development, we were determined to highlight the artisans and their remarkable work as the heroes of our film. However, we faced a challenge: capturing these artisans in their remote locations on camera was uncertain, the client possessed limited imagery, and the unique nature of the artifacts made stock footage unsuitable.

So, how could we best approach this?

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Route 1 – Framing Perspective

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Route 2 – Mixed Media

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Route 3 – Full Frame

After numerous iterations in the creative development phase, we finalised an approved concept and translated it into a detailed storyboard with a voiceover script. The client sourced 3-4 artisans that we could shoot at various locations across Saudi Arabia, prompting us to commence pre-production ahead of filming. For this, we partnered with our long-term collaborators, B Media, based in Bahrain, who would travel to Riyadh for the 2-day shoot.

The film was structured into three distinct sections: we began with macro footage showcasing the artifacts’ raw materials in their natural setting, followed by live-action shots of the artists working in their studios. We concluded with a stylized 3D world highlighting the products. The film was dynamically edited with a dramatic voiceover and a captivating soundtrack, composed specifically for this project. We finished the film with the SAC logo, created using a delicately-animated thread to enhance the organic feel and ensure the brand message was effectively communicated.

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Styleframes

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