01 · script
The script.
Writing the launch film from start to finish: its story, its words and the way it lands in under a minute.
case study · The Address Hotel Istanbul · Ideascop
Bringing a Dubai icon to Istanbul.
Emaar, the Dubai developer behind Burj Khalifa, was launching The Address in Istanbul: a premium hotel and residences. At Ideascop, I wrote the launch film, from the full script down to the scene-by-scene treatment.
the launch
- Client
- Emaar
- Agency
- Ideascop
- Role
- Scriptwriter & copywriter
- Scope
- Launch film script & treatment, print
the brief
A famous name, arriving in a new city.
The Address was already a byword for luxury in Dubai. Its Istanbul launch was a premium-segment debut, and the film had to introduce the brand to the city at the level people expected from Emaar.
what I did
The whole film, on paper first.
02 · treatment
Scene by scene.
A treatment for every scene, so the director, the crew and the client could all see the same film before a single frame was shot.
Created with the Ideascop team.
the script
Turkish puts its verb at the end.
Hayat her gün yeniden başlar. Aç gözlerini. Yola çık. Görünenin ötesine, ayak basılmamış yerlere ilk sen git. Yaşamın tüm inceliklerini, benzersiz zevkleri keşfet. Özgürlüğü içine çek her nefeste. Bütün duyguların dans ederken etrafında, şimdiyi yakala. Geleceğe meydan oku. Emaar’dan beş yıldızlı bir hayat: The Address Residence. Şimdi İstanbul’da.
In a film script, that is a problem: the line lands after the moment has passed. The way out was the imperative, the one mood that lets a Turkish verb lead, and then breaking the word order on purpose. Aç gözlerini, not gözlerini aç. Özgürlüğü içine çek her nefeste, not her nefeste özgürlüğü içine çek. The verb arrives first, and the rest of the line catches up with it.
“Life begins again every day. Open your eyes. Set out. Go past the visible, to ground no one has walked — go first. Discover every subtlety of living, every rare pleasure. Draw freedom in with every breath. With all your feelings dancing around you, seize the present. Defy the future. A five-star life, from Emaar: The Address Residence. Now in Istanbul.”
in print
The same world, on the page.
The magazine ad carried the film’s mood onto the page: black and white, the Bosphorus, and a single line doing the work.
HeadlineCazibenin lüksle buluştuğu yerde…“Where charm meets luxury…”
Body5 yıldızlı The Address Hotel’in hizmetiyle olağanüstü bir kent yaşamı… The Address Residence İstanbul’da.“Extraordinary city living, with the service of the five-star The Address Hotel… The Address Residence, now in Istanbul.”
Need a film written?
Scripts, treatments and the lines that carry them. Tell me what you’re making.
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