We’re one of Qatar’s leading producers of high-quality TVCs.
We aim to be the best at what we do – and we think we’ve lived up to that challenge so far. We’ve won over 700 awards during over 30 years in the business working for some of the leading names around the world.
Why?
We live and breathe film production. It’s in our soul. No matter the project, no matter the client, we work tirelessly to find the right solution that will share the key messages and tell the key stories in engaging, memorable ways.
From our regional hub in Doha out to the rest of the world, we get to the core of the issues at hand, working diligently to gain a level of expertise that we can build into the final product.
We pride ourselves on delivering professional, creative product that will deliver outstanding results – and our TVCs are no exception.
So…
What makes a good TVC?
There’s an art to making TVCs – especially making good ones!
There’re so many ways to go about creating something memorable. Something that stands out from the rest.
It could be an animation, bending a visual world to our will to celebrate the virtues of a new drink.
It could be taking a long-form piece, such as a long-form documentary, and adapting it into a 30-sec snapshot that will pique the audience’s interest for the main feature.
It could be an epic showreel of unforgettable scenery, inspiring emotion through splendour: sunrise over the far horizon… morning light glinting off the towers of West Bay… a falcon taking flight against the deep blue sky… a dhow sets out to sea, the wind rippling the sails…
(OK, we got carried away there ourselves – like we said, we can’t stop thinking about making films!)
There are so many creative routes that we can take to reach our end-goal, but that end-goal is always the same:
Affect the audience.
The true failure of a TVC, or any piece of art, is to leave the audience unmoved.
Whether you’re promoting a vacuum cleaner or a beach holiday, a pop concert or an art exhibition, you want the audience to feel a change after watching – and to respond to that change.
Change is a journey, and in many respects, the audience’s response to the TVC is the end of the journey.
So, we hear you ask…
Where does the journey start?
Well, to be honest, the journey starts with you – our client! Quite simply, you know what you want, and we’re here to find the best way to make it a reality.
At the beginning of any film project, we work with you to discuss what you need the TVC to achieve.
Firstly, what’s the subject at hand, e.g. are we promoting an idea, a product, an experience?
Secondly, what’s the change the audience should experience? Are we encouraging them to buy something, think differently about an important issue, or change behaviour?
After this, we devise the creative approach. We can develop a solution from the proverbial blank sheet of paper or we can build on an idea that you may already have in progress– we welcome every opportunity to apply our creativity and our professionalism!
As well as issues discussed above, the approach will be shaped by budget, deadlines etc., but there will always be a solution, and some solutions are more suitable than others, but we’ll work through them. Our industry-leading quality management systems and procedures ensure we stick to the parameters we agree with you during this phase. This both prevents scope-creep and gives us a clear framework for us to use if unforeseen factors come into play; as you can imagine, in these times of Covid-19, these procedures are more important than ever.
Our TVCs in Action
We love talking about our work, but we also love showing our work in action!
We pride ourselves on delivering creative TVCs of high quality and being experts across a range of vital subject areas, so we’ve selected a range of our favourite TVCs in Qatar to share with you to give you an understanding of the high levels of excellence that we’re able to deliver for our clients:
Breaking Stereotypes: International Women’s Day in Qatar
In 2018, we worked with GCO (the Government Communications Office of Qatar) to develop a series of TVCs to commemorate International Women’s Day across Qatar. It’s a day that means a huge amount to us at The Edge, and we were honoured to have the chance to play a part in this celebration of Qatar’s amazing women who are inspired and inspire those around them to break down barriers and change the world every day.
Our task was to cast a spotlight on some of these incredible achievers, showing what they do – and what they stand for.
We worked with the GCO to identify Qatari women whose stories spanned the breadth of Qatari society – leaders of industry, campaigners, sportswomen, and more. Through meticulous camerawork and insightful interviews, we captured their stories in a way that demonstrates just how dynamic they all are and how their strengths impact all strata of society.
We created a short film focusing on each of the women, then taking elements from each to create an inspiring TVC for national broadcast to spearhead the campaign.
In a time where issues of gender and identity are discussed more than ever before, we felt there was no better way for the film to end than with a short, poignant declaration that unites the two major themes: our featured women’s pride in being Qatari, and their pride in being women – and how both ideas can exist together…
I am a Qatari woman.
Travel & Tourism: Winter Sun
We love being part of Qatar’s story and we’ll always take the time to share what makes it a wonderful country. We’re delighted to have a great relationship with Qatar Tourism because it means we can help share Qatar with the world – and ‘Winter Sun’ is the latest campaign we’ve produced as part of this partnership.
As well as a rich history and a thriving culture, one of the simplest joys of Qatar is the weather: it’s almost always warm and the sun shines brightly all year around! On top of that, the sea’s never far away – and when you’re a nation that with as strong a connection to the sea as Qatar, you know you’re onto a winning combination.
QT recognise this and wanted a series of TVCs to show around the world – particularly to those places where winter means shorter days and very cold nights… – that ask a simple question:
Why winter in the cold when you can winter in Qatar with its abundance of sun and sea…?
There’s so much to do by the water in Qatar – jet-skiiing, wakeboarding, paddle-boarding, swimming, diving, and so much more – so we had plenty to work with!
We filmed all around Qatar at the most exciting locations and captured these activities in full swing. We then set about the editing process, using an exciting, energised, visual style to highlight thrills and excitement to be found – a taste of what Qatar has to offer if you’re looking for Winter Sun fun…
Wander Lusters:
Star TV Shows: Seni Çok Bekledim
We worked with Turkish production companies, Skala Yapim and Denz Film, to produce episode 1 of Seni Çok Bekledim, a series created by actor/writer Özcan Deniz and directed by Sacin Algun for Star TV.
The series tells a story of forbidden love, beginning with a chance first meeting between Kadir (Deniz) and Ayliz (İrem Helvacıoğlu) by the evening lights of Doha. However, this is no simple story of love at first sight – there are… complications.
Kadir’s difficult past troubles him as he tries to move forward with his life, and Ayliz is engaged to another man – but is unable to look beyond the charismatic Kadir. In episode 1, we see our two characters’ lives become entwined until they must make that most difficult of choices: whether their stories become one – or drift away like ships in the night…
(You’ll have to find out the rest for yourself though – we’re not giving away any spoilers!)
We loved working on Seni Çok Bekledim or so many reasons, in no small part because as it allowed us to showcase Doha and Qatar in full splendour – the perfect setting for this captivating tale of drama and love.
We filmed on location at iconic locations such as the National Museum of Qatar, the Museum of Islamic Art, Souq Waqif, Msheireb Downtown Doha, Marsa Katara Restaurant, Nobu (Four Seasons), and Khor Al Udaid, giving us no shortage of stunning footage to develop into TVCs to whet the appetite.
Of course, you shouldn’t just take our word for it – we recommend you see for yourself…
Government Communications: A Mother’s Grief
Dangerous driving is a significant problem around the world. Unfortunately, Qatar is not immune. Too many people lose their lives every year on the roads – but Qatar’s Ministry of the Interior is determined to change this tragic situation.
Road safety TVCs have had a major impact all over the world, and we worked closely with MOI to develop an engaging, punchy TVC which aimed to have a similar effect.
The initial tragedy of a crash is terrible, but the damage isn’t limited to the crash alone; the impact these tragedies can have on our loved ones who are left behind is no less devastating.
We used this as the foundation for our creative concept: a mother reliving the last phone conversation she had with her beloved son before he was killed in a crash – the tragic result of his dangerous driving.
We see the mother stood alone in a scrapyard surrounded by ruined cars – a terrible reminder of the damage that car crashes can cause. We hear the phone conversation play out – the son talking about his hopes for the future, the mother excited for everything he may do – and she becomes increasingly overcome with the terrible, terrible grief, left with nothing but memories: the wreckage left behind because of his reckless behaviour.
It’s a short, powerful piece of work – and we desperately hope it will help inspire people to take less risks on the roads of Qatar.
Marketing campaigns
Last, but certainly not least, we’ve delivered countless TVCs for marketing campaigns in Qatar and around the world – and we’d love to use this expertise to help you spread your messaging too!
As well as those we’ve mentioned already, we’ve worked with a huge range of organisations and businesses across the globe, from Rolls-Royce to Ooredoo, from Havas Just to Qatar Tourism.
We’ve gained a huge depth of expertise and know-how when it comes to creating engaging TVCs to support marketing campaigns of all kinds that cut through with the audience and inspire real change.
We’d love to have the opportunity to use this expertise to help you bring your marketing to life – so get in touch today!