Work created at MI7 Cairo - Egypt.
Creative directors : Tarek Montasser & Andre Segone.
 
Scope of work : Agency Creative Team Leader handling creative interpretation & visualization | storyboard conceptualization, compositing & creation | Art-direction & Design.
 
Brand : Rayeb is the market leader of fermented milk probaiotic product for indigestion in Egypt.
 
Insight : Egypt is a nation that lives to eat. They’re consistently looking for products to help regulate their digestion. All egyptians have a soft spot to tempting street food.

Creative Concept, Visual Solution & Design Inspiration : Celebrating street food & Art! Egyptian Iconic neon kitschy Street Signage & Visually customized diverse Calligraphic styles (used heavily in food shops) are transformed into slang jokes as a medium of communication indigestion of all time favorite egyptian street food.
 
JUHAYNA RAYEB STREET SIGNS TVC
Credits :
Client : Juhayna
Creative Agency : MI7 Cairo.
Director: Marwan Hamed
Creative Directors: Tarek Montasser  & 
Andre Segone
Agency Creative Team : Ghada Wali, Dalia Bahig, Ayah Salah, Dina Karam, Takki Askar.
Account Team : Sharif Eissa, Yasmine Wali & Ahmed Diaa
DOP: Yves Sehnaoui
Food Stylist: Hoda El Sherif
SoundTrack : Birdman 
Producer: Shady Amir
Executive Producer: Shaimaa Shaheen
Client Team: Sherif Abd El Kader, Refaat El Mahgoub, Ahmed Salem.
 
ORIGINAL MOODBOARD COLORING, LIGHTING, SETUP  & FRAMING DIRECTION REFERENCE INSPIRATION
ORIGINAL MOODBOARD CALLIGRAPHIC VISUAL LANGUAGE & SIGNAGE STYLES REFERENCE INSPIRATION
Check my Website!
 
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