Along with renewing its sponsorship of the annual, non-profit student film festival known as the Original Narrative held by American University in Dubai (AUD), Cadillac is also going to host an innovation-led workshop as part of its ‘Fashionably Early’ initiative.
The opportunity will be extended to thirty AUD students in total, and Cadillac will also give them an exclusive look into the ‘Fashionably Early’ fashion shoot that was taken in and around a drifting 2016 ATS-V sedan.
“The goal of this highly-engaging workshop is to equip the next generation of creative talents with the tools needed to effectively translate artistic visions into full-fledged communications solutions.” said Heba Amin, Cadillac Middle East Advertising Manager. “Today, Cadillac stands at the forefront of innovation and craftsmanship. With this in mind, we wanted, through this workshop, to provide students with exposure to industry-specific trends and give them a real platform for expression. We look forward to seeing them tap into their creative passion for film to deliver fresh, out-of-the-box campaign ideas.”
The workshop itself will be held one day during the ON festival, and will be led by creative agency Interesting Times’ Partner and Creative Director, Ashraf Mansour. He will show the students every aspect of the campaign’s creation process. On the one hand, this gives the students an inside look at a real experience in their field of study; on the other hand it prepares them for the task Cadillac will present to them – to create a 30-second television commercial for the ‘Fashionably Early 2.0’ campaign.
In order to earn the position – which involves a $10,000 budget and working alongside a production house – the students will need to come with an idea in the form of a story board. These ideas will then be judged by the Cadillac Marketing Manager and Interesting Times Creative Director. One criteria is that the students consider the importance of Arabic content on Arab television screens. As Ali Jaber, Dean of the Mohammed Bin Rashid School for Communications stated, the Original Native Short Film Festival is a key to promoting quality Arabic content that will encourage young creative individuals.