Saudi Red Crescent Authority: A Matter of Life and Life

Award-winning director Tamer Shaaban has released the director’s cut of his cinematically epic ad showcasing the Saudi Red Crescent Authority’s (SRCA) state-of-the-art emergency response system. Titled 'A Matter of Life and Life,' the :90 film portrays two true-to-life emergency response missions in action-packed detail – from first responders at the ground level to the Red Crescent’s high-tech fleet of Level 1 Trauma helicopters. The film was conceived by agency NQLA in partnership with the SRCA, The Helicopter Company, and the Saudi Tourism Authority, which last year announced a goal of reaching 70 million international visitors a year by 2030. Working closely with Hani Alasali from HiProduction, Tamer meticulously crafted the film by scripting and storyboarding concurrent storylines that embody Saudi Arabia’s extensive network of emergency response professionals and infrastructure. Deploying a fragmented narrative to great effect, Tamer’s vignettes collectively tap into a broad spectrum of universally relatable emotions and experiences for everyone involved in life-or-death situations. To ensure precision in depicting real-life medical responses and procedures, Tamer enlisted real paramedics, firemen, doctors, nurses, and helicopter pilots. Meanwhile, professional actors were chosen to portray the roles of patients and their family members to honour the emotional journey at the core of emergency response scenarios. Logistically, given the abundance of scenes to shoot, Tamer's casting of real professionals streamlined the production's time constraints, enabling him to block and get the shots he needed quickly and efficiently. Spanning three intense filming days scrupulously planned down to the minute, the ambitious production involved a global team of hundreds, including collaboration with local and state departments, such as local film offices, the department of transportation, the fire department, police, air traffic control, and The Helicopter Company, which operates and supplies the Red Crescent helicopter fleet.