Camera Obscura: Omar Khalifa on a Brilliant Low Budget Invention

Omar Khalifa is a British writer, director and former journalist who cut his teeth in international news. Now, with over a decade in the commercial industry as a director, EP, and COO at The Film House (Qatar), Omar has worked on creative campaigns with clients like FIFA, TikTok, Chevrolet, Vodafone and Qatar Airways, gaining attention at festivals including Cannes, New York Festivals, CRESTA, EPICA, the Drum, Tellys and the Loeries. His short films, artwork and children’s books have gone on to pick up international awards and acclaim, and he resides on creative juries including PHNX AdForum and AutoVision Awards.

LBB> What is your niche craft obsession?

Omar> When the budget is tight, but we want lush visuals, we have to find shortcuts, right? We’ve all done it. In our case, there’s only one thing for it…. Ferrero Rocher. The lid from the box of those world-famous chocolates makes for an incredible way to enhance an image.

LBB> Where/ when/ how did you first come across this?

Omar> I’m not entirely sure, but as chocoholics, it almost certainly found us. It was either Chris Moon, our DoP, or Ashiq Khan, one of our ACs, who are always playing and inventing. Striving for great looks even when the budget doesn’t allow for them. You’d think the right piece of glass isn’t that hard to come by, right? But think again. We’ve had this in our armoury for about seven years. 

LBB> Was it an obsession straight away or something that has evolved over the years?

Omar> It has evolved to actual prism glass from time to time, but every time it breaks, we buy a new one. We’re on lid #6 at least. We’ve even had cute carabiners attached to them for ease of access, and we break it into various shapes for that high end look and feel.

LBB> What are the most interesting debates or conversations you are having around this obsession?

Omar> Why Dairy Milk don’t have one. We don’t have expensive taste, literally. Why it never fails us, and how on tight budgets, with a little creative thinking, we can get those incredible results. This is Bruno Aveillan territory. Kind of.

LBB> How widespread do you think this obsession is with your peers?

Omar> Not very. It’s been our secret for years. But everyone has their indie tricks even on the grandest budgets. Oh, and sidenote. Just done the maths. The box costs about $10, we’ve bought about 6 of them. Actual proper glass for this you either find for free or buy for $50 online with clips. The maths ain’t great, but the choc is!

LBB> Can you share any examples of work where that obsession really came to the fore and elevated the final production? Can you tell us about it?

Omar> No! Secrets is secrets. FYI, the maths above is still doing my head in, we really should have just bought the glass. So, when you think about it, can we actually say which is the more expensive look? "Ferrero Rocher.. a sign of good taste". 

LBB> For anyone just getting into your field, what advice would you share to help them get their head around this particular thing?

Omar> The Ferrero Rocher Lid Tool™️ is not limited edition. Let's face it. Buy a box, enjoy the chocs, shoot the lid. All creatives have something mad under their sleeves. This has been one of ours.