Alex Bank had Mo Salah reflect on his life in a projection-mapped film — no football

A 60-second commercial requiring multiple projection setups with high-level production design, delivered on a five-day turnaround from brief to pre-light, shot in one day in Liverpool.

Strip the footballer of football: a 60-second film of Salah reflecting on his life, staged on projection surfaces — steel, glass, smoke — all in-camera.

Production designer Jane Carroll and the lighting team built a set of projection-ready environments — monolith steel cube, glass screen, smoke wall — each with its own set for director's choice; the shoot used a former Peaky Blinders location with fully local Liverpool crew, co-produced by MADAM and ASAP Productions Egypt.

The film launched as Alex Bank's new campaign. No performance figures are reported; executive producer Michelle Stapleton described it as 'visually arresting and very emotional and for a Bank — a rare combination indeed'.

Alex Bank, one of the largest banks in Egypt, launched a campaign fronted by Mohamed Salah — created with JWT Cairo, co-produced by ASAP Productions Egypt and MADAM, and directed by Rob Sanders. The 60-second film has Salah reflecting on the success, challenges and ambition behind where he stands, without a single kick of a football — an unusual brief for a Premier League star, as MADAM's Carly Stone noted.

The production was compressed: brief arrived Saturday, job confirmed Sunday evening, pre-lighting by Friday, one shoot day. The core device was image projection for in-camera effects across a variety of mediums — a monolith steel cube, a glass screen and a wall of smoke — with production designer Jane Carroll and the lighting team building each creative option as its own set so the director could choose on the day.

The shoot took place in Liverpool at a former location of the TV drama Peaky Blinders, staffed entirely by local crew, with MADAM servicing and co-producing alongside country partner ASAP Productions Egypt within the Production Service Network. MADAM executive producer Michelle Stapleton called the client brave: visually arresting and very emotional, 'for a Bank — a rare combination indeed'.

Removing football from a footballer's ad kills the cliché the audience skips, turning a standard endorsement into a portrait.

In-camera projection effects give a bank film cinema craft at a five-day turnaround, and the physical sets read differently from post-produced CGI.

The production model — two service companies as country partners, local crew, a borrowed drama location — shows how a national bank buys world-class craft without relocating a star.

The surest way to make a superstar endorsement watchable is to forbid the thing you hired them for: no football forces the film to be about the person, and craft has to fill the silence.

The material records the July 2019 campaign launch and production. No later performance data appears in the source.