This campaign marked the launch of Swvl in the Egyptian market. The objective was to create a summer anthem that could resonate widely and build strong brand awareness.

The client collaborated with well-known artists Mahmoud El Esseily and Abdelbaset Hamouda to produce the track, which became the foundation of the campaign.

From there, we developed a concept rooted in the everyday reality of Cairo heavy traffic, heat, and chaotic streets. The idea positioned Swvl as a simple, comfortable alternative, where users can book easily through the app and enjoy a smooth, air-conditioned ride away from the intensity of the city.

​Production Process

Pre-Production:
We defined the mixed media direction early on, combining 2D illustrated characters with semi-realistic environments.

The concept, storytelling, and storyboards were developed to reflect the contrast between the chaos of the streets and the ease of the Swvl experience.
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Production:
We filmed extensively across Cairo, capturing real street conditions, traffic, microbuses, and urban details.

In parallel, we designed and developed 2D characters with a semi-realistic touch, ensuring they visually integrate with the live-action environments while maintaining a stylized, youthful personality.

Post-Production:
Post-production played a central role in shaping the final piece. The project relied heavily on compositing as the key driver, integrating live-action footage, designed environments, and 2D animated characters into one cohesive visual world.

We also developed environments through photo manipulation, reconstructing and enhancing locations to support the narrative.

The visual direction focused on elevating the tone beyond simple comedy creating a balanced result where humor, music, and visuals come together in a more refined and impactful way, allowing the track to translate into a strong and memorable visual experience.