Through the magic of vfx and animation Platige Image drops a mandrill into a corporate environment. The daily routine of board meetings and mundane office tasks is enough to drive anyone crazy and we all need a little time to get away from the grind of the everyday. The delightful new Tajawal commercial really captures that longing feeling we all get for a great escape, a holiday, some time to simmer in the sunshine.
The aim of the commercial was to present in a creative way the app of the Tajawal travel agency, a company whose offer is aimed at people living and working in the Middle East. The creators wanted the viewer to identify with the emotions of the main character, hence the idea that the whole thing should look like a music video showing the life of an average person, seen at work, at home and with friends, but who is burned out and feeling suffocated. The protagonist desperately needs a break to become himself again, and Tajawal can give him the chance to break out of his mundane routine and introduce a ray of light into his monotonous reality.
“The film uses a music track that is all about routine and boredom. The song’s chorus says, ‘Nothing ever happens; Nothing happens at all!’ and that was the basis for our idea. It’s a story about a man who has become like a caged animal and only returns to his human form at the end of the film, once he has booked a vacation to a beach escape. The execution was inspired by artist Walton Ford animal portraits,” comments director Omar Hilal.