CAREEM - START SOMETING

Starring Ramy Ashour

IT ALL STARTED WHEN…

The Agency Tayarah and Client Careem approached me with the opportunity to create a music video for the brand that fit under their new global “Start Something” campaign. The story they wanted to capture was of the former world no. 1 squash player, Ramy Ashour and his journey to becoming a musician. My goal was to capture his journey through his squash career, and how his love for music persisted throughout, until embracing it fully. At the same time I wanted to capture the Careem’s brand journey. For that reason our opening shot begins with an iPhone 5 and a 2012 Kia, and ends with an iPhone XS and a 2019 Hyundai Elantra and float through each scene like a smooth trip during a Careem experience.

As a part of the “Start Something” campaign, photography for digital and billboards were captured using the production set setups. All photography was captured by Ahmed Najeeb, of @najpictures.


TEAM
Client: Careem (Uber)
Agency: Tayarah
Creative Director: Ahmed Al Ruby

Director: Tamer Shaaban
Producers: Amira Ismail
Assistant Director: Mahmoud Toba
DOP: Ahmad Al Morsy
1st AC/Focus: Mohamed Emad
2nd AD: Asmahan Bkerat
Production Designer: Marwa El Bermawy
Art director: Omar Alaa
Stylist: Nada Adel
Music Composer: Ramy Samir Farag
Lyrics: Ahmed Al Ruby
Sound Design: Sherif Samir

Post production: AROMA
Post producer: Mahitab Ayoub
Editor: Ahmed Youssri
Colorist: Ahmed Essam
Senior VFX Artist: Karim Baroudi