Closed Captions Communications™, a Dubai-based branding studio with a reputation for telling ravishingly good stories, is excited to share its latest campaign, EAT YOUR HEART OUT. This short film pays homage to the Food & Beverage (F&B) sector in the MENA, a region of stellar hospitality, wide smiles, and colorfully unsurpassed cuisines.
EAT YOUR HEART OUT emerged from a ‘what if?’. What if we weave together a gripping narrative by plucking out sentences from previous brand stories we crafted for clients? The result is an imposing, sincere, from-the-middle-of-the-heart tribute to a sector that has lived and has had generations live off of it in every level of economy, culture, and religion.
“To eat with family and friends is to share moments of love and annoyance; a realisation that these people are your favorites no matter their character and you wouldn’t ever want to have a meal without them,” said Sarah Trad, the mind behind the campaign’s narrative. “Our mother loves feasts on random Tuesdays as much as on holiday Sundays, a love that Serge and I picked up and held dear.”
At its core, EAT YOUR HEART OUT is a tribute to an industry that emphasizes the irreplaceable human touch required to curate creativity all while attempting to recreate a homely feeling in a cardboard takeout box. The process behind the campaign – from creative brainstorming, music selection, and editing to cherished downtime moments – embodies the essence of being present, physically and emotionally.
Serge Trad, the creative director steering the campaign’s direction and sound editing, highlighted, “AI can achieve impressive feats but it can’t replicate the depth of human connection and the emotions we pour into our creations. EAT YOUR HEART OUT is a testament to the power of human creativity and the authenticity it brings.”
With a creative team behind the campaign, EAT YOUR HEART OUT features the talents of:
- Creative Direction – DOP – Editing – Sound Editing & SFX: Serge Trad
- Narrative: Sarah Trad
- Videography: Rita Saliba
- Motion Graphics: Antonio Geagea
- Voice Over Talent: Jennifer Keister
- Sourced Visuals: Samphan Korwong, Polina Kovaleva, Akin Altan, Şaban Karabeli, Pavel Danilyuk, Mikhail Nilov, Dudarev Mikhail
EAT YOUR HEART OUT was officially unveiled on September 09, 2023 at 9 AM Dubai Time. For inquiries, @closedcaptionscommunications on socials or email: hi@closedcaptionscommunications.com.