Since our campaign showcases Marwan Pablo battling himself as three different characters, each character needed to have his own style in terms of both music and lyrics. We worked with Pablo and the music producer to try and develop these characters so they’d feel like three different people facing off against each other, something that hasn’t happened before in the Egyptian ad world. The track was split into three parts, one for each character. The first character had a more standard trap style, followed by a character who was more quirky with a more eccentric beat and witty lyrics, and the final character adopted a drill style of rap and a tough gangster-like attitude. The sounds used in the production as well as Pablos tone of voice both also helped differentiate between the characters, while exemplifying Pablo’s talents as an artist, and solidifying him as the top artist in Egypt.