Production Proposal · Confidential

DiDi — Hatewsal Ma'ana (You'll Get There With Us)

Prepared by The Awesome Link Films for DiDi.

عايز توصل؟ اطلب دي دي — اللي بيختارنا بيوصل
Need to get there? Order DiDi — whoever rides with us, arrives.
Prepared forDiDi
ReferenceALF-2026-DID-01
Issued2026-09-03
Valid to2026-10-03
01 DIRECTION

The director shortlist

8 options paired against the brief.

Ali Ali

Director · Egypt.

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Maged Nassar

Director · Egypt.

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Marwan Hamed

Director · Egypt.

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Ahmed El Naggar

Director · Egypt.

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Korayem

Director · Egypt.

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Ahmed Razeek

Director · Egypt.

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Youssef Hammad

Director · MENA.

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N. Koury

Director · Egypt.

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02 BRIEF, READ BACK

What we heard

DiDi Egypt wants a music-led hero film that positions the app as the #1 ride-hailing platform in Egypt on three proof points — smarter, safer, faster (أذكى · أأمن · أسرع) — dramatised as a city that simply cannot stop the people who ride with DiDi. Concept 02 builds the whole spot around an original track performed by Marwan Moussa, with photographer/creator Amira Adeeb as a parallel storyline: he abandons a gridlocked car and a blaring horn for a DiDi Bike, singing from the back of the rider through the jam, while she wraps a studio shoot, gets the call, packs her gear and books a DiDi car, flipping through her images in the back seat and singing the same hook. The two threads braid through a rehearsal studio and an event build-up until they land in the same place: a music circle where the DiDi car rolls into the centre of the ring, Marwan steps out with the mic, the crowd sings back, Amira shoots the moment and grabs a selfie with Marwan photobombing behind her, and the car lifts on a platform as the crowd erupts. Tone is fast, hot, urban and celebratory — a Cairo-street music video energy built on kinetic tracking moves, real traffic texture, night-concert lighting and lyric-synced cutting, with the song's own keywords (فك من الزحمة · هطير · هنوصل · مفيش تأخير · حفلة هنا حفلة هناك) carrying the message instead of a VO lecture. What makes it distinct is that the media brief is inside the entertainment: two tactical copies extend the same world that works as an anthem, a tactical and a poster.

03 APPROACH

Four pillars

1

Treatment first

We write the treatment before we touch the spreadsheet.

2

Locations as casting

The location is half the casting. We scout against the spec.

3

Bicultural crew

European craft on Egyptian story. Hybrid by default.

4

Rebate transparency

Tax rebate handed back, not absorbed.

04 DELIVERABLES

What we ship

Gridlocked Cairo street in daylight traffic (car interiorhornfrustration)DiDi Bike ride weaving through the jam (rider POV / tracking alongside)residential building facade and entrance Marwan passesworking photo studio with modellights and tethered image reviewapartment stairwell / street-level descent as Amira packs gear and books the appDiDi car interior on the move (Amira reviewing photossinging)music rehearsal studio with band and producer friendconcert/event grounds during build-up with organizers briefingnight music circle with crowd seated around a ring stagering centre with the DiDi car driving in and the car lifted on a platformselfie/crowd moment inside the circleZamalek street setting for Tactical Copy 01 phone callOctober studio / Tagamoa night meet-up setting for Tactical Copy 02 phone callOOH key-visual setups derived from the film's hero frames
  • 1x hero music film (60-90s master, DiDi anthem with Marwan Moussa)
  • 1x 30s TV/digital cutdown of the hero film
  • 1x 6s bumper for pre-roll
  • 1x 20-30s Tactical Copy 02 — Amira / DiDi Pass (up to 250 EGP off, 28 days)
  • 1x full song master + instrumental/stem versions for radio and social audio
  • 1x 9:16 vertical version of the hero film for Reels/TikTok/Shorts
  • 1x 1:1 square version for feed
  • OOH key visual suite (billboard + street furniture, min. 3 executions)
  • Stills / KV photography package shot on set
  • BTS content package (stills + short-form BTS cut)
  • Arabic + English subtitled/localized versions of all films
05 PRODUCTION PLAN

The schedule

Phase 1

Pre-production

Treatment, casting, locations, schedule. 10–14 days.

Phase 2

Production

2 shoot days.

Phase 3

Post

Edit, grade, sound, masters. 10–14 days.

Phase 4

Delivery

Master file + cutdowns + rebate close-out.

06 INVESTMENT

Recommended scope

Investment view is passcode-gated. Use the code we sent separately.

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07 TERMS

How we work

Payment schedule25 / 50 / 25 — second 50% lands 10 days ahead of shoot day.
ValidityQuote valid for 30 days from issue date.
Scope & revisionsTwo creative rounds included. Further rounds quoted separately.
Contracting entityThe Awesome Link Films · Tax ID 777887169 · CR 53505

Let's produce.

DiDi × The Awesome Link Films

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THE AWESOME LINK FILMS · TAX ID 777887169 · CR 53505 · CONFIDENTIAL — 2026-09-03