Year
2025
Client
TEDx Khalda
Category
Event Campaign Film
Product Duration
35 Seconds
A man sits alone in a dark room, watching fragments of TEDx talks through a projector.
As different speakers repeat the question “What if?”, the projected image begins to move beyond the screen—transitioning into the real TEDx stage, where he is no longer watching the experience but living inside it.
TEDx Khalda needed a television commercial that introduced its “What If?” theme while communicating the difference between encountering an idea from a distance and experiencing it alongside a live audience.
The central transition was designed as a continuous movement into the projected TEDx stage before revealing the real venue at The Dome in Hussein Business Park.
The film was created for broadcast on Amman TV ahead of the event on August 16, 2025.
The visual language was built around darkness, haze, anamorphic imagery, and the physical beams of a projector cutting through the room.
The isolated projector scene was contrasted with the energy of the live event—stage light, speakers, movement, applause, and a full audience—turning the screen into a bridge between two realities.
A limited group of attendees was filmed across different areas of the theatre and expanded in post-production, creating the scale and energy of a full live audience.
