This work is relevant to craft because it is a recreation of famous movie genres with their famous villain tropes, and it stays true to those genres in terms of cinematography, cast, set design, costume design and color grading, while adding a creative comedic twist to those known genres that delivers the idea of the campaign.

The main target for floward -an app that sends flowers and gifts to your loved ones- is customers from 28 to 55 years old, who have hard time choosing a good gift for their loved ones, this target audience across the middle east are crazy about watching international tv shows and movies, the campaign is being relevant through showing them that a thoughtful gift that could save the day with the worst of the worst villains in your favorite tv shows and movies will easily work on your loved ones.

In the mood of goodfellas and casino, we see the famous car-wire-whacking scene, a mafia boss who was about to whack one of his gang members spares him because he remembers his birthday and sends him a card and a gift from floward.

Floward is a leading e- commerce platform operating in 39 cities and 9 countries for gifting premium & handcrafted floral arrangements for any occasion at the convenience of your fingertips.

By early 2024 we wanted to announce a major branding transformation and a wide variety of gifting options as well as unique personalization methods added to our platform through creating a new brand platform and promise.

With a clean slate of the year including 3 major sales driving events Valentine’s, Mother’s Day & Season’s greetings (example Ramadan for Arab countries and Christmas) , the campaign needs to drive awareness to the to the new brand look and offerings in a unique way that caters to different countries of operations with different backgrounds.

Since getting the copyrights for recreating a famous scene from a famous gangster movie like snatch or goodfellas would have quadrupled the budget, so the directorial creative decision here was to recreate certain famous tropes from the genre with all the aesthetic and the craftsmanship without copying a specific scene from a show or a film.