Creating a TV advertisement for a global brand is always an exciting challenge, but when the target audience is as diverse and culturally rich as Algeria’s, the stakes are even higher. Recently, we had the privilege of working on an advertisement for a women’s product, designed specifically to air during the holy month of Ramadan. The project was not just about showcasing a product—it was about connecting with an audience in a respectful and meaningful way.
The Vision: Crafting a Culturally Sensitive Campaign
From the very beginning, we knew that this project would require a deep understanding of cultural sensitivities. The advertisement was to feature women exclusively, which meant every aspect of the production needed to be handled with the utmost care and respect. Our goal was to create a visually stunning, emotionally resonant campaign that would resonate with viewers without causing any discomfort or controversy.
To achieve this, we collaborated closely with a local publicist who has been a trusted partner on many of our projects. Their deep knowledge of the local culture and audience expectations was invaluable as we worked to ensure that the content was both engaging and culturally appropriate.
Location Scouting: Finding the Perfect Spaces
One of the most critical aspects of this project was finding the right locations. The advertisement required three distinct settings: a gymnasium, a living room, and a bathroom. Each location needed to be visually appealing, practical for filming, and culturally sensitive.
The Gymnasium The first scene was set in a gymnasium, where the performers would showcase the product in a dynamic, high-energy environment. We scouted several locations before settling on a modern, state-of-the-art gym in the heart of Algiers. The space was perfect—it had clean lines, ample natural light, and a design that would allow us to create visually striking compositions. The gym’s layout also allowed us to film without disrupting other activities, ensuring a smooth shoot.
The Living Room For the living room scene, we needed a space that felt warm, inviting, and relatable to our target audience. After visiting several options, we chose a beautifully designed apartment that featured a blend of modern and traditional elements. The living room’s neutral color palette provided the perfect backdrop for the product, allowing the DOP to play with light and shadow to create a cozy, intimate atmosphere.
The Bathroom The bathroom scene was perhaps the most challenging to film. We needed a space that was stylish and functional, but also discreet enough to respect cultural norms. After careful consideration, we selected a contemporary bathroom with sleek fixtures and elegant design. The space allowed us to film the product in use while maintaining a level of modesty that was essential for the campaign.
Casting: Choosing the Right Talent
With the locations secured, our next task was to cast the right talent. The advertisement called for a diverse group of women, each bringing their own unique presence to the screen. We worked with our publicist to audition a large group of talented performers, ultimately selecting those who best embodied the brand’s message and values.
The casting process was collaborative, with input from the director, DOP, and advertiser. We were looking for more than just actors—we wanted individuals who could connect with the audience on an emotional level. Each performer was carefully chosen not only for their talent but also for their ability to convey authenticity and warmth.
Production: Bringing the Vision to Life
With the team in place and the locations secured, it was time to bring the vision to life. The director and DOP, both from Canada, led the production with a clear vision for how each scene should look and feel. Every detail, from the color palette to the camera angles, was carefully planned to ensure the final product was visually stunning and culturally sensitive.
Set Design and Wardrobe The set design and wardrobe were crucial elements of the production. We worked closely with the advertiser to select clothing and decor that complemented the product while also being appropriate for the cultural context. The colors chosen by the DOP and director were soft and harmonious, creating a visually cohesive narrative that flowed seamlessly from one scene to the next.
Respecting Cultural Sensitivities Throughout the production, we were mindful of the cultural context in which the advertisement would be viewed. We made sure that every aspect of the production, from the clothing worn by the performers to the way the product was presented, was respectful and aligned with the values of our audience. This attention to detail was especially important given that the advertisement was scheduled to air during Ramadan, a time of heightened sensitivity and reflection.
Post-Production: Crafting the Final Product
Once filming wrapped, the footage was sent to post-production, where our team worked closely with the advertiser to edit the final cuts. The result was two TV spots that were not only visually stunning but also culturally resonant. The advertisements were well-received, resonating with audiences and successfully conveying the brand’s message.
Conclusion
This project was a testament to the power of collaboration, cultural understanding, and attention to detail. By working closely with local experts, carefully selecting our locations and talent, and maintaining a constant focus on cultural sensitivity, we were able to create an advertisement that connected with audiences on a deep and meaningful level. The experience underscored the importance of understanding the local context when working on global campaigns, and it reinforced our commitment to delivering content that respects and celebrates the diversity of the markets we serve.
