ADVERTISING

Zee

The Rules of Engagement

Agency: Codename Studios

Description

After a long absence, a young boy and his family visit their grandmother in Alexandria during winter. Through a voiceover recalling the grandfather’s strict rules for surviving the cold, we witness each rule playfully subverted as the family, including the grandmother herself, moves freely through the freezing weather. The film culminates in the revelation that warmth was never about rules, but about keeping the soles of your feet warm, introducing Zee’s new clogs as the unexpected key to winter comfort.

This professional campaign titled 'The Rules of Engagement' was published in Egypt in January, 2026. It was created for the brand: Zee, by ad agency: Codename Studios. This Digital and Film media campaign is related to the Fashion industry and contains 5 media assets. It was submitted 2 days ago by Director: Karim Tarek of Codename Studios .

Credits

Director: Karim Tarek
DP: Mina Ezzat

Creative Director: Tamima Hafez
Executive Creative Director: Aly Khalif
Creative: Alaa Ehab
1st AD: Mona Amr
Producer: Bassant Franco
Art Director: Maria Saba
Stylist: Yasmine Osman
Photographer: Hassan Radwan

The American Ca...

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