Antoni Gerges

Mohamed Mounir Live in Dubai, Dubai Media City Amphitheatre, 19 January 2018

Mohamed Mounir

Live in Dubai · Dubai Media City Amphitheatre · 19 January 2018 · from SWYP’s film of the night

Before the night, and after.

Mohamed Mounir Live in Dubai · Dubai Media City Amphitheatre · 19 January 2018 · SWYP presents · with MCX

One key visual, rebuilt for every place.

The Legendary Mohamed Mounir, his first Dubai concert in four years, with Sharmoofers opening, inside Dubai Shopping Festival. The event was ours: owned, produced and organized with MCX, and everything managed: the sponsors, the production, the artists, the campaign, the AV.

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One key visual, rebuilt for every place it had to live: ticketing, radio, a hotel’s screens, the roads, a 21 × 22 ft tower and the gate.

Antoni Gerges · Partner, Creative Director & Co-producer, through AntBrush

One key visual, rebuilt for each placement

The key visual.

The gate, drawn, then built.

Drawn for the entrance, open on screen on 13 January at 2:15 pm, the truss standing by 7:53 pm, lit on the night.

The gate artwork on navy: Presents Mohamed Mounir Live in Dubai across the top, colour-coded lanes for All Categories, VIP, Lounges, Fast Track and No Entry, the SWYP, Hills and MCX marks on both side panels, the way through left plain grey.
Drawn · the arch, January 2018 · as drawn, over the night
The same gate artwork open on a computer screen.
On screen · 13 January, 2:15 pm
The arch’s truss standing at dusk over the lawn, its SWYP, Hills and MCX side panels up.
The truss up · 13 January, 7:53 pm
The arch built over the entrance, its header Mohamed Mounir Live in Dubai seen from below against the evening sky.
On the night · from the film
On screen, 13 January, 2:15 pm · The truss up by 7:53 pm · On the night, from the film
The build, step by step

Full to the barriers.

A packed lawn behind the barriers at night, the Media City towers behind.
The lawn, 9:18 pm
The crowd in blue light, hands up.
The crowd in blue · from the film
The lawn, 9:18 pm · The crowd in blue, from the film

Covered by 96 outlets in 7 countries.

From the PR agency’s coverage report of 19 January 2018.

A packed lawn at night behind the barriers, lit towers behind.
The lawn, 9:18 pm

SWYP’s film of the night, trimmed.

The night, with Mohamed Mounir.

Antoni Gerges with Mohamed Mounir backstage after the show, seated side by side on a white bench against a white wall, smiling.
Antoni Gerges with Mohamed Mounir, backstage · 19 January 2018 · photographed on the night
Explore the nightThe night, the title, the city, the night before, Sharmoofers, SWYP on site, the beams, the Legendary on stage, and what we delivered.
The scope

What we delivered.

One key visual and every piece built from it, produced with MCX.

Ours: owned, produced and organized, with MCX

  • An open lawn at Dubai Media City Amphitheatre: the whole venue built from nothing: the stage, the grandstands, the VIP platform and lounges, the fences, the tower and the gates
  • The artists: booking and management
  • The stage, sound, light and screens: AV production
  • The set-up and the logistics
  • Ticketing and sponsorship
  • The running order and the night itself

Campaign

  • The key visual in two routes: “The King” and “The Legendary”
  • Ticketing banners: Platinumlist and Virgin Megastore
  • Facebook and Instagram
  • A4 and A5 flyers, a roll-up
  • Anghami and Souq

Outdoor, hotel & event

  • Hills LED gate banners and the Al Maktoum unipole
  • The 21 × 22 ft tower and the bridge banners
  • Conrad Dubai: elevator and digital screens
  • The entrance arch and the venue fence
  • The Sharmoofers VIP backdrop, the location map

For SWYP, the sponsor

  • VIP exterior branding
  • The running order
  • The SMS campaign
  • The radio script
  • The Platinumlist banner: SWYP presents The Legendary Mohamed Mounir, Live in Dubai, the artist on the right.
    Platinumlist
  • The Virgin Megastore listing banner with the same key visual.
    Virgin Megastore
  • The A5 flyer in English, Sharmoofers below.
    The A5 flyer
  • The tower artwork: SWYP presents The Legendary Mohamed Mounir, Live in Dubai, Sharmoofers below, the artist on the right.
    The tower, 21 × 22 ft
  • The Sharmoofers VIP backdrop on navy.
    The VIP backdrop
  • The location map of Dubai Internet City: the venue, the entrances, parking and the metro stations.
    The location map

From the job register, the artwork files and the photographs of the build.

Friday, 19 January 2018.

Dubai Media City Amphitheatre at 9:35 pm: the stage, the screens and the lawn full to the barriers.

An open-air stage at night under the SWYP header, its towers in red, two video screens and a large crowd in front, lit towers on the skyline behind.
From the lawn, 9:35 pm
The whole stage in red beams, screens on both sides, the crowd below.
The stage in red beams · from SWYP’s film of the night
From the lawn, 9:35 pm · The stage in red beams, from SWYP’s film of the night

A thin frame around a name.

White caps inside a thin red rule: one title system for the films, the screens and the print, the same as on Amr Diab’s night.

The title card over the night: The Legendary Mohamed Mounir, Live in Dubai, Friday 19th Jan 2018, in white caps inside a thin red frame, a stage screen behind.
The title card over the stage · from the film

Out in the city.

The venue fence with the tower, Mounir and Sharmoofers on 14 January; banners over the roads on 13 January.

The venue fence by a roundabout, the tower rising above it with the key visual, Mounir and Sharmoofers panels along it.
The fence and the tower · 14 January
A banner on a road bridge over Sheikh Zayed Road at night.
A bridge banner · 13 January
An LED banner on a bridge at night over the traffic.
A bridge LED · 13 January
The fence and the tower, 14 January · A bridge banner and a bridge LED, 13 January

The night before.

The light check on 18 January, after midnight, the lawn still empty.

The built stage lit in pink and white over an empty lawn at night.
The light check · 18 January, 12:51 am
The SWYP stage in red beams over the empty lawn.
12:32 am
The light check · 18 January, 12:51 am and 12:32 am
His phone, 18 January · six seconds

Sharmoofers, the opening act.

Their own title card, their set in red, and the backdrop of their VIP area.

Title card: sharmoofers, we are happy because of music, official opening act for Mohamed Mounir, Live in Dubai, Friday 19th Jan 2018, beams behind.
The opening act’s title card · from the film
The opening act on stage in red light, a singer with a megaphone.
Sharmoofers in red · from the film
The VIP backdrop on navy: official opening act, sharmoofers, we are happy because of music, the two musicians on the right.
The VIP backdrop

SWYP, on site.

The presenting sponsor’s flags and lounge, under the night’s own title card.

The title card over the SWYP flags and the SWYP Lounge sign at the venue.
The SWYP lounge · from the film

Under the beams.

White beams and two screens over the crowd from behind, the SWYP header on the stage.
Photograph: MarcWassim.com

The Legendary, on stage.

Mohamed Mounir singing on stage under the beams, the band behind him.
Mohamed Mounir · from the film
RoleAntoni Gerges
Partner, Creative Director & Co-producer, through AntBrush
Produced byMCX, with AntBrush
Presented bySWYP
CreditsFilm of the night: SWYP’s event film. Photographs: his own, and one by MarcWassim.com. Artist photography in the artwork: the artists’ press photographs.

Part of Live shows: five nights in Dubai, 2017 to 2018, with MCX.

Next projectAmr Diab Live in DubaiOne look, one night.