Mashrou Leila - Ibn El Leil (2014)
Creative Director
Ibn El Leil is the 4th studio album for Lebanese indie group Mashrou’ Leila. The title song “Ibn El Leil” literally means “Son Of The Night”, a reference to Beirut’s vibrant night culture, also known to be a liberated space especially for oppressed groups like the LGBTQ community. The title inspired a diety, a winged classical god wearing a Hyena mask, who became the “son” or the “god of the night”.
Around this “god” we created graphics that look like they belong to a cult. Local video artists were invited to represent Beirut’s night scene. Their videos became the backdrop footage that appears behind them on stage throughout their tour. We worked with Mashrou Leila to develop the story for their album, and went on to create and design the visual universe, album cover & package, merchandise, the concert experience, and the launch event at the Barbican London.
Awards:
Cannes Lions - Cyber Silver - Cyber Bronze - PR Bronze
Dubai Lynx - Interactive Grand Prix - Promo & Activation Grand Prix - Branded Content Gold - Direct Gold
New York Festivals - Integrated Gold - Direct Bronze - Online Film Bronze
One Show - Branded Use of Social Bronze
Facebook Awards - New Frontiers Silver
Credits:
Agency - Leo Burnett Beirut
Executive Creative Director - Areej Mahmoud
Creative Director - Davina Atallah
Senior Art Director - Nadia Deghayli
Senior Copywriter - Lama Bawadi
Produced by Stoked
Short Film Directed by Hady
Fire Calligraphy by Karim Jabbari
Launch Concert Director: Amin Dora
A Scavenger behind a mask: A winged classical greco-roman figure wearing a Hyena mask is the new god of Beirut’s night scene.
Full Case Study: This edit showcases the project from the idea to design, performance experience and the engagement story around the album launch utilizing various elements.
Graphics and video created by artists representing Beirut’s night scene play behind the band during a concert at the Barbican London. A reel of some of these graphics in the Artist Collaboration Selects in the next video.
Artist Collaboration Selects: Over 20 artists created video content for the album launch inspired by the nightlife culture of Beirut. The videos are mixed on large screens during the band’s performances while touring the album.
