Ismael's List

ISNA Canada approached Incolour with a script from the project's Creative Director and asked us to help produce the campaign.

From there, Incolour helped build the production around the script, handling the practical work required to bring the piece to screen.

• ↗Casting
• ↗Crew
• ↗Locations
• ↗Equipment
• ↗Production management
• ↗Production design
• ↗On-set execution
• ↗Post production
• ↗Final delivery

The production had to accomplish a lot in two days.

We worked with a lead child actor, a large number of background performers and five separate locations, all while shooting in the middle of a Toronto winter with heavy snow.

Several locations also required substantial production design and set dressing. The challenge was to create that scale while working within tight budget constraints.

Producing around a child lead and large ensemble

Working with a child lead changes how a production day is structured.

The schedule had to account for the needs of the young performer while coordinating a large supporting cast and moving efficiently between locations.

That made planning, AD structure and department coordination especially important.

Building the world

The project required large spaces to be dressed and reshaped for camera.

Production design played a major role in giving the different locations a cohesive visual language despite the compressed schedule and budget.

A Ramadan story

The creative goal was to celebrate the spirit of Ramadan and the idea of being of service to others.

It was also important to show Muslim characters and families on screen in a way that felt normal, specific and human rather than relying on the limited representations often seen in mainstream media.

The final piece was delivered two weeks after production.