The behind-the-scenes companion to Strike Media’s production of «Ana Winner», Xiaomi Egypt’s branded music video collaboration with Sharmoofers. The BTS takes viewers inside the studio sessions, the on-set chemistry between band and brand, and the production choices that kept the piece feeling like a Sharmoofers track first and a brand placement second. A working document — for the brand team, the band, and the audience that wanted more of the project.
Cultural Authenticity: Show audiences that this was a real creative collaboration, not a sponsorship slot.
Production Story: Document the craft of producing a branded music video that doesn’t feel branded.
Band-Brand Trust: Demonstrate Strike Media’s ability to broker culturally credible work between brands and indie artists.
Maintaining Credibility: Any whiff of “brand control” would have undermined the partnership. The BTS had to read as collaborative.
Studio Production Energy: Capturing useful BTS in a working studio without disrupting the take.
Sharmoofers’ Voice: Letting the band’s own personality come through, not Strike Media’s framing.
A BTS that strengthened the credibility of the main piece.
Cultural Read: Audiences saw the partnership as creative, not transactional.
Brand Equity: Xiaomi’s indie-credibility positioning got reinforced.
Partnership Model: Set the template for future brand × indie-artist work Strike Media has produced.
