Heat can't beat us: the sound of an Iraqi summer
Updated: 27 minutes ago
Curated by Sagerlabs
Some projects remind you why you love this industry.
There are thousands of AC commercials.
Most show people escaping the heat.
We wanted to celebrate the people who never stop living through it.
The people who keep moving.
Keep working.
Keep gathering.
Keep living.
Because if there's one thing summer has taught us, it's this:
Heat can't beat us!
So instead of composing music for the film, we composed a soundtrack from Iraq itself, from the knock of a watermelon, to the clink of a tea glass that we do indeed drink mid summer.
A celebration of the resilience, rituals, and sounds that make an Iraqi summer unlike anywhere else.
Huge thanks to Taqeef for trusting us with The Symphony of Summer. One of those projects that reminds you that the strongest creative ideas often come from simply paying closer attention.
An old man on the street in Baghdad watched the crew film Kahi being cut for almost 10 minutes. He wasn't confused. He just couldn't figure out why such a big team was so fixated on something we Iraqis have for breakfast religiously.
But that's the beauty of this industry, being able to romanticize cultural human truths. Full article below for Midea's "Even Heat Can't Beat Us" Campaign on Ads of the world!
https://lnkd.in/du-hSSRG
It's like the beginning of an era!
This is what it felt like working on Midea "The Heat Can't Beat Us" campaign. the kind of project that doesn't just deliver work, it sets a tone. And this is only the opening move.
More is coming. Change is already in motion.
https://lnkd.in/dB9m-DvR
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