First time ever Hilal Foods went for international productions, once I have convinced the client to go for the Inspiring Imagery Film to enhance & built their brand imagery at par with leading international & regional food players.

Producing the Inspiring Imagery with Captivating Stories for Hilal Khopra Candy as storytelling was around the Celebration of the ‘Sweet Bonding & Moments’ We have captured the sweet bonding’s stories of various relationships, between sisters, brother & sister and friends where we have shown the candy as a means of celebrating and enjoying those sweet moments.

Leading the production design team considering the overall storytelling and the multiple situations of lavish set ups. I have worked with our multicultural film productions team on each & every minute details, from art & props arrangement, to superb art direction to create the ambience for cultural wedding set up, working with fashion stylist on wardrobe & styling of models, make overs, choreography, dance rehearsals, everything done in a way to craft a rich culture & traditions & showcase the sweet bonding among sisters.

We have got the international TV artists & models to work on this project and specially got them fly to our shooting destination. The director & DOP have capture the amazing wedding sequence with wonderful lighting & camera work and expressive shots given by the charming models.

Similarity we have worked out the modern living room set up with perfect art direction & styling we get the desired ambience to shoot the sequence of sweet bonding between brother & sister & their family members.

The last sequence we have shot at the beach as how come coconut candy Imagery completed without showing tropical & exotic location and where we have shot the valley ball friendly match between girls & boys and the consumption of candies as a means of celebrating and enjoying those sweet moments.

First time, the benefit of Khopra was shown in product story and the visual feast of the coconut, rich caramel and milk was shown through high speed shot.

The music of the film had to be specially by one of the leading international sound studios and who have been working for movies beside tv commercials, were given the assignment to create the musical track required for the film – by fusing traditional & modern music & vocals to create a master piece.

Models: Marina, Sammy, Calam, Natalie, Melo, Andrei, Alex, Asal, Zoya, Nada, Cavin, Parviz, Ivana, Charles, Riha, Diana, Raissa, Barbie.

Despite a number of celebrity endorsement tv commercials by using top film actresses such as Meera & Sana, the brand image was still perceived as a functional, low quality product with issues arising as to ‘Aspiration’ & ‘Modern Day Brand’ Imagery at par with the leading international & regional beauty care brands.

We have taken upon the challenge with their advertising agency to produced the inspiring brand imagery through the magic of film. The entire communication tailored it to the demands of the modern day consumer’s lifestyle positioning the brand on ‘Beauty Forever’ with the brand story built on a glamourous image and an upscale socialite lifestyle culminating with the golden girl at a masquerade ball symbolism elite, royalty and gaiety.

Once it come to production design, we have worked on each & every component to craft a perfect imagery, from selecting the location to art & props arrangements, specially design rocking chair for opening sequence, product application set up to socialite party ambience creation, playing with light huge chandelier placement in out door, our multicultural imagery & art direction team really did a great job.

We have really put great efforts once working on styling & wardrobe, playing mostly with whites & soft tones for opening & application sequences, then moving into glamorous styling & wardrobe for lead model & supporting models once it come to Masquerade ball sequence. The Beautiful & glamourous look given to the lead model with stylish socialite golden gown & mask, add the magical charms that she truly become the center of attraction.

Housewives and mothers face a ‘time crunch’ of getting everybody ready for schools and offices and presented Tiffany Rusks as a solution of ‘no more breakfast calls’ would Help Families Start A Great Morning Everyday.

The TV Commercial aimed to show consumers the delicious crunch of Tiffany’s rusks and to make it a part of every family’s breakfast table.
Agency worked well once it come to storytelling by owning “Crunch” to highlight the unique freshness of rusks due to three fresh pack process which translates into a better, more satisfying ‘crunch’ sound rather than the usual attributes of rusk -common selling points.

Shot from the perspective of a mother / housewife making breakfast for her family, the TVC emphasized on the ideology that Rusk Promises A Nutritionally Rich & Tasty Morning Breakfast That Helps People Start A Wonderful Day.

The major part of the filming has been done around a single promise by showing that the rusks were so delicious that they called everyone to the table immediately and make Tiffany Rusks.. Your Delicious Breakfast Call.

We have shot the major consumption pattern of rusks i.e with butter, jam, dipping with tea and milk by the family members.
To endorsed this claim I did the table top food direction by doing high speed beauty shots of natural ingredients i.e. milk, wheat, flour, butter cardamom & rusks.

An inspiring imagery crafted around the breakfast moment & family through art direction, ambience, styling, lighting, camera work & brilliantly captures high speed food shots and all sum up to creating Great Morning Everyday.

Make-up is an integral part of every woman’s routine. From work, going to parties, every woman has her own essentials. Tapping into this segment, Golden Pearl Whitening Cleansing Milk, another variant of Golden Pearl’s vast personal care portfolio launched itself in the market with their latest communication.

Golden Pearl wanted to show that the Whitening Cleansing Milk creamy formula deeply cleanses and removes makeup, while soothing normal, aging, or sensitive skin and to make it a daily essential for a woman, perfect for cleansing and removing makeup.

The story was built around a beautiful socialite who after coming back from a party removes all the make-up and grime from her skin to unclog pores and to make her skin feel refreshed and nourished

Once it come to film direction, I have made few amendments in the agency’s board and instead of just shooting model application shoots against dressing table in the bedroom, I have added the opening sequence to the board to bring the real magic in the film and craft an inspiring imagery of Loveliness & Elegance for Golden Pearl Whitening Cleansing Milk.

Opening shot of the film was magnificent capturing a wide shot of the model walking around the swimming pool area in an elegant manner. Candles were placed around the pool area to enhance the setting further.

From the outdoor setting, i.e. the swimming pool to the modern house, it’s easily distinguishable how we have played with the lights in each setting and the brilliant camera techniques used to follow the move of the model.

Wardrobe, just like any other aspect of the film had to be given special attention. The model had to look absolutely stunning in her white and green gown, both the brand colors which have been used to reinforce the brand image strongly. Along with the best wardrobe stylist, we had to make sure to have the best make-up stylist on board with us to enhance the model’s hair and make-up in a manner befitting our brand.

Since pearl is the most important element of the film, we made sure that the model wears accessories which are prominent and appealing. Night ambience and background has been established in the ad with nuances in the form of props that have been used such as the curtains, room furniture, lamps etc. She was made to ‘celebrate her night’ as seen in the romancing and enjoying of her beauty which probably won her kudos at her event.

The music of the film had to be specially composed to highlight the ‘Loveliness’ & ‘elegance’ we wanted to portray. London Audio Labs, In UK, one of the world’s best sound studios and who have previously done award winning work for movies, were given the assignment to create the ambiance required for the film – Clean, Beautiful, Romancing & Inspirational. The entire communication seamlessly sums up the tagline i.e. Golden Pearl Cleansing Milk…For clean, refreshed and white skin.

Film Director: Ehmer Kirmani
Executive Producer: Sherry Birk
Produced By: MI Films Worldwide

Client: Golden Pearl Cosmetic
Brand: Cleansing Milk
Featuring: Film & TV Star Payal Rajput

Agency did great job once it come to storytelling by humanizing the brand and building a strong relationship by positioned Al Ghazi Tractor as ideal companion / friend of farmers who is always there to help them in all needs from agriculture, cultivation to transportations and brings the real prosperity in their life and considering the target audience who are from rural Pakistan, they have sum up brilliantly the brand capsule “Dabung Hai Mera Yaar”

Once it come to film direction & working on director board, I have unearthed the insight that a ‘FILMI’ Culture showing Al Ghazi Tractor as the Hero would resonate with the audience and that would truly make the product brand stand out. Roping in the No. 1 star of Punjabi Films, Mustafa Qureshi was chosen as the brand ambassador to promote the efficacy of the product

Shot in rural Pakistan, capturing the rural lifestyle, a mix of narration & jingle based storytelling endorsing Al Ghazi Tractor as a “Dubang Hai Mera Yaar”by Mustafa Qureshi to built a captivating story of an inspiring imagery around the brand.

A roller coaster ride of a week, keep on rolling, keep on moving, early morning long hour shooting & non stop traveling to rural areas from villages to agriculture lands, our entire film productions team work restlessly to captured the perfect imagery of rural lifestyle from selecting the right locations, celebrity & models styling, make overs & wardrobe, everything blended well.

Capture the series of visual to showcase that how Al Ghazi Tractor played a vital role in farmer’s life by not only able to do multipurpose agriculture, cultivation day to day tasks with effective & efficient applications but also acts as a reliable transport mode to carry off heavy materials, such as bricks, crops, goods, etc. as it’s manufactured on European technology by New Holland and thus making it an ideal companion of farmer.. “Dubang Hai Mera Yaar

We created the DING DONG ADVENTURE mobile game and turned the static Icon into something that would create engagement and interactivity with its consumers like never before. With Ding Dong Adventures, kids immerse themselves into the world of Ding Dong, controlling the character through multiple jungle worlds, running, jumping and avoiding the obstacles or collecting the bubble gums for points along the way.

The simple and powerful endless runner gameplay has the character chasing the mice who have stolen its gum (like in the stories) but only this time the player controls the cat in a myriad of ways and manners to recover the gums. This has created an engagement with the new generation of savvy consumers already.

Ding Dong Adventure is just one of the ways MIF is bringing Innovation into the world of Digital + Experiences and we will be launching our new gesture based media products soon in the market which utilize the full sensory experiences of Touch, Taste, Smell, Sight, and Sound to create IMMERSIVE ACTIVATION.

How We Activate Prince Biscuits on Adventure Platform by moving it away from the positioning
The Magical Taste (Maza Mein Jadoo )

That campaign that was fully conceptualized and executed in Pakistan went on to create global re-alignment on how to use the Prince Character by using his powers & gadgets like sword, etc. and all of DANONE’s advertising agencies at that time started using Prince on an Adventure platform with the communications based on “Iron Rich Energy”, a huge change from a ‘static’ and fun play icon to action oriented character who inspired kids.

Working as Independent Communications Consultant & producer with agency unearthed the insight that kids today dream about being courageous and bold in a very contemporary and exciting ways. We decided that PRINCE would want to help empower them a proposition for Prince to help Kids In Winning The Daily Challenges & Adventures That They Face Everyday.

This is the first commercial in the history of Prince Communications around the world where Prince actively shown on adventure platform as the protagonist of fantastic new adventures that will empower kids from everywhere and later adopted internationally for various regional communications on same adventure platform.

Even today that alignment has only been enhanced, not changed and still practiced by the brand to date, either it’s a TVC or their online game and carton series, Prince is now fully transform into action and adventure hero.

Series of Prince “Adventure are the international commercials developed by French Agency in year 2009 and even now the latest commercial Prince with Dragon, Carton Series and Game all are on the same adventure platform. The treasure hunt concept was also adapted by the region for their communication ‘Prince Mini’.

The entire communication strategy and execution inclusive of locally develop packaging while using key elements from their manual like Prince Character, Logo, Biscuits & Iron Rich Positioning while the Creative Platform, TVC concept, TVC Production was developed and handled locally where film director Sadia Ashraf & vfx director Bilal Ashraf were part of storytelling team while the communication strategy & concepts which we have given at that time, has gone through various focus groups and communications platform testing tools. This than got an approval from the regions to activate the brand on this platform.

To Built the inspiring brand imagery of Golden Pearl Milk Soap at par with multinational brands by depicting the aspiring socialite & modern lifestyle blending with the storytelling of magical milky charm that make everyone falling in love “Kar de sab ko fida” communicated through out the commercial by capturing the soft, charming, gorgeous and sensation look of female model to create a magical charms of her like a glowing moon.

Film Direction really become arty & playful once you capturing The Beauty in White with Lovely ambience, mood lighting, amazing camera works, angles & cuts to endorsed the key attribute of Milk Soap through soap application shots thus revealing the Magical Milky Charm of expressive & beautiful model to get the soft, smooth, flawless, even toned & younger skin with better complexion from Golden Pearl Milk Soap. .

Wardrobe, styling & make ups was carefully crafted to exhibit the true brand personality of milky white charm and with close up of model depicting the flawless milky glowing skin and her charms at the best.

Soft white backgrounds, slow gentle movement, blurs, focus shifts and interesting lensing that captures the model along with her luxury lifestyle in a high end aspiring modern home to create a more dynamic mood to the setup.

Application shots depicting branding and the key features of the product i.e milk extract, glowing milky skin, foams, fragrance which give the soft milky flawless & young skin to female thus creating a magical charms of her like a glowing moon.

The edit flow seamlessly, carrying the story forward, not taking away from the moments. The contemporary soft music and to give a more popular feel to it with a fusion of western and eastern. The acoustic instruments continue through out the film, taking us through rhythmic and melodic changes to keep the film lively and
energetic till the end.

Amazing experience while working with expressive model and #MiFilmsWorldwide multicultural team who always there with us to create the magic through inspiring imagery.

Tiffany Bites, the second largest brand in the IFFCO portfolio, has launched a new TVC for its variant BITES to strengthen the ““Full Goodness of Nuts” experience.

Once working on film direction, I believe in capturing the essence of the Tiffany Bite’s moments in everyday life to showcase “Full Goodness of Nuts” experience which bring moments of enjoyments & togetherness among friends, family or even someone having it alone too.

Shot in multiple locations to highlight the major eating moments in consumer’s lives including outing with couple, campus with students, picnic with family, tea time with friends and breakfast time with young girl.

High speed product shots and transitions that showcase the “Full Goodness of Nuts” and ‘imaginative, joyful expressions of each flavor.
Considering bi-lingual catchy lyrics, jingle composed by international composer with lively & upbeat sound track.

This is my first experience of Film Direction for shariah compliance advertising, agency & client did great job once it come to storytelling of achiever kid who narrates his story of success & reveal the secret that how Mother’s love & Young’s Chicken Spread had played role in his achievements.

This is also the first time Young’s Foods going on TV with thematic commercial and the biggest challenge that how to film the storytelling of achiever kid considering shariah compliance advertising where faces can’t be shown and no music or jingle can be used in the background, so the effectiveness of TV commercial with out these elements and specially once it come to create wow factor of amazing food preparation shot without music, the big question everyone has in the mind…would it attract the audience on the screen.

And here come our role, having the expertise & experience of directing & producing captivating stories with inspiring imagery for world’s leading brands, we know exactly it’s become a captivating storytelling that need to be developed and told in very effective way beside creating inspiring imagery to be craft around the achiever’s kid life style and once it come to table top food directions, being the food lovers we know the art how to produced storytelling of tasty food and give brand a flavor that one can almost taste through screen.

Film Director: Ehmer Kirmani
Executive Producer: Sherry Birk
Produced by: MI Films Worldwide

Client: Young’s Food
Brand: Young’s Chicken Spread
Agency: Blitz