LAFARGE Momtaz Cement – Building Stages Series

Lafarge Egypt’s Momtaz Cement is a factory-blended cement made for Egyptian homebuilders, contractors and site workers. The goal was to explain, in a simple and friendly way, why choosing the right cement matters at every stage of building a home. We created a series of three animated explainer films with Arabic voice-over, each following a family’s home from the ground up through one stage of construction: the foundations, from excavation to footings; the concrete structure of columns, beams and slabs; and the finishing work of masonry and plastering. Each film shows the common problems on site, such as weak mixes, cracks and wasted material, then presents Momtaz Cement’s benefits through clear animated infographics and ends on the full Momtaz product range. The project was hand-drawn from pencil sketches, painted and built in Illustrator, then animated in After Effects, keeping every scene warm, relatable and true to the Lafarge brand.