01
Opening film visual — establishing the seasonal tone before the brand appears.
01 / 08 · CaseCommercial Bank of Qatar · Ramadan 20222022
CBQ — Ending Frame · Art Direction
Art Direction · Motion · CampaignScroll ↓
02 / 08Context
The Commercial Bank of Qatar Ramadan 2022 motion piece was produced in the same year as the FIFA World Cup card work — same client, same agency, different register entirely. A product launch demands precision and scale; a Ramadan film demands warmth and story. The challenge was a year where both deliverables lived inside the same brand system.
The visual brief for the Ramadan piece was a 60-second film with an ending frame that had to hold the CBQ identity in a seasonal context. The ending frame is the moment the brand speaks — it carries all the credibility of what came before it in the film. Getting that frame right was the assignment.
ClientCommercial Bank of Qatar
AgencyDOTSPACE
RoleEnding Frame Design · Art Direction
Year2022
IndustryBanking
ScopeMotion film ending frame, static social assets
PartnersEmad Gad — animation & film direction
03 / 08Constraints
What this had to hold.
The ending frame had to carry CBQ's brand without referencing the FIFA card work — a different product, a different emotional register.
Ramadan palette — warm golds, greens, traditional reference — without contradicting CBQ's corporate identity.
The ending frame is the last thing the viewer sees. It had to land clean, not cluttered.
Co-production with Emad Gad's animation — the ending frame had to integrate seamlessly with the animated content preceding it.
A 60-second format where the brand gets approximately 5 seconds. That frame has to do the full credentialing job.
04 / 08
The ending frame closes it. And opens the bank.
05 / 08System
CBQ in Ramadan mode
The mark with maximum authority.
CBQ's identity placed on a clean field with the full weight of the seasonal moment behind it — not a decoration, a credential.
Aaأ
Arabic headline
Seasonal message. Banking authority.
Arabic for the seasonal greeting. English for the brand statement. Ramadan register without losing CBQ's institutional voice.
Ramadan warmth
Gold at higher coverage.
CBQ's palette with Ramadan warmth — gold enters at a higher usage percentage than in the standard identity, earned by the context.
Frame as conclusion
The still that arrives from motion.
The ending frame has to feel like the conclusion of the animation — not a separate object pasted at the end, but the resolution of the whole.
Centered ending
Mark. Message. Tagline.
The most minimal layout — mark centered, seasonal message above, brand tagline below. Nothing extra.
06 / 08Execution
02
Mid-film — the narrative and brand in dialogue, warmth building before the institutional close.
Interlude
The ending frame is a single frame with a full year of brand equity behind it. The design job is to not break that.
03
The ending frame — CBQ in the Ramadan moment. The film's conclusion.
04
Static social formats adapted from the film — the seasonal register compressed to square and vertical.
07 / 08Rollout
Second film
Static formats
Ending frame
Languages
08 / 08Outcome
What held.
- The ending frame integrated into the film without feeling like a separately-designed asset.
- The Ramadan register held without compromising CBQ's corporate identity.
- The film extended the FIFA World Cup year's brand presence with a different emotional register.
Ending Frame · Art DirectionYazan Urabi
Animation · Film DirectionEmad Gad
AgencyDOTSPACE
Year2022
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