The Making Of:
"Anywhere...Anytime" - VivaCell
Beirut-Yerevan-Beirut. It was a second stop for the L&R crew at the Armenian capital. Once again, the team was called upon to shoot TV commercials for the first telecommunication service provider in Armenia: VivaCell. A trip that would join once more an Armenian cast and a Lebanese crew now familiar with overwhelming hospitality and authentic beauty.
The warm-up
VivaCell set on to introduce the new GPRS service to the Armenian market. The L&R crew thus prepared three 15-second spots revolving around one main concept: Anywhere Anytime. Whether a businessman, a young student or a fun lover, the subscriber can use GPRS anytime he feels like it without minding the situation: a busy CEO in a remote mountainous area, a girl on a lake or even a football fan in action. VivaCell clearly manifests, through these commercials, its commitment to ever providing the latest technology, keeping users closer to whomever they want to share their experiences with or whatever work they wish to deliver.
The race
The L&R crew parted for a two-day trip. The first all-VivaCell day was devoted to full preparation for the next all-so-more-VivaCell day. Shoot was to take place in two locations: Yerevan for 1 commercial and Lake Sevan for the other two. Road: winding. Temperature: more than chilly. Films were shot with digital video cams in collaboration with Lebanese director Mazen Fayyad.
In the first commercial, a businessman is in a car, checking his mail on his i-mate then is suddenly shaken up. In the second, a young girl is focused on her computer, sending a message, and then gets a splash of water out of nowhere. While in the third, a young guy is writing a message on his i-mate then jumps out of his seat. It turns out 1. is in (a bumpy) no man’s land, 2. is on a lake raft, being teased by her friends and 3. is at a stadium watching a football game and insists on joining the cheering wave. Talk about weird…
The finish
Bottom line is, you don’t have to drop anything you’re doing to do something else. You can have it both ways.
Credits
| Agency |
L&R |
| Client Contact |
Tony Khoury – Lebanon
Ralph Yirikian – Armenia |
| Creative Director |
Alain Rizk |
| Art Director |
Rana Khayat |
| Agency Contact |
Nelly Chehab |
| Agency Producer |
Jocquine Charbel |
| Client |
VivaCell/Comium Lebanon |
| Film Director |
Mazen Fayad |
| DOP |
Tony El-Khazen |
