UAE-based company wins TVC award

Action Impact wins CINE Golden Eagle Award.
The Action Impact team Al Gharbia.
The Action Impact team Al Gharbia.

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Live communications company Action Impact has won the CINE Golden Eagle Award for Find Al Gharbia, a film it produced on Abu Dhabi’s Western Region Development Council.

Shot on 35 mm in the Western region, the film attempts to show Al Gharbia as it is with its people and its culture.

“There were several ideas floating around on how we could possibly show the Western region, which was being renamed to Al Gharbia,” commented Martin Lindros, film and video director.

“I think most people who pitched for the project wanted to show skyscrapers emerging out of the sands or an urban landscape taking shape there,” he said.

“We decided to try a different approach by showing the culture and heritage of the place. We wanted to show the land as it is because we felt it would be more appealing.”

The film, which was submitted to the Spring 2009 competition, attracted a lot of attention not just for its depiction of Al Gharbia but for its sound track as well.

Lindros, who helped launch the Film and Video department at Action Impact a year ago, gives credit for the soundtrack to a Swedish sound specialist, who came down to Dubai for the project.

“He took traditional Arabic music and gave it a hint of the West. By doing this, you have hooked your regional audience while also making it appealing to international viewers,” explained Lindros.

Seeing the success of the film, Action Impact is now in talks with several other clients in the region to produce corporate films. The company has secured a Red One camera that is used for some of its shoots while higher budget films are shot on 35 mm.

“This award has encouraged us to produce many more such successful productions within the Middle East,” commented Mike Wain, executive director and partner at Action Impact. “We are very proud of this film as it captures the local cultures and traditions, while showing the beauty of the Western region.”

Having won the CINE Golden Eagle award, Action Impact is now a nominee for CINE’s Special Jury Award and the CINE Master Series Award. Besides Action Impact, NBC, CBS and Naumann also won awards in the Professional Non Fictional Commercials and On Air Promotions categories.
 

 

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