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Kiss The Frog roll out film marketing material for In My Mother's Arms, launching at Toronto International Film Festival this month.
1:32 am , September 8, 2011

Kiss The Frog roll out film marketing material for In My Mother’s Arms, launching at Toronto International Film Festival this month.

Kiss The Frog have just finalised all the marketing collateral for Human Film’s “In My Mother’s Arms”, ready for its screenings at the Toronto International Film Festival.

Directors Atia & Mohamed Jabarah Al-Daradji have created an important and honest documentary that we are extremely proud to have been involved with from the inception of the visual design. Off the back of the successful, award-winning masterpiece, Son Of Babylon, the vision and storytelling is incredibly moving.

After seeing a screener of the film, we liaised with both Isabelle Stead (Producer) and Mohamed, to determine the most marketable vision that depicted an honest portrayal of the film’s essence. The strength of the chosen image combined with the high contrast captures the emotion and harsh reality of the film – and it connects with the audience (a child makes for a powerful connection!).

Once the one-sheet was finalised, we went to work in rolling the brand out across various other formats, including magazine advertisements and the 8-page press-kit booklet.

We’re really excited that In My Mother’s Arms has its launch at TIFF, and we wish Human Film & co. all the very best in getting the admiration it deserves and who knows beyond that!

About the film.

Since the fall of Saddam Hussein’s regime, the poverty-stricken district of Sadr City has gained notoriety due to the bombings and clashes that have claimed so many lives there. In My Mother’s Arms is a documentary about an unlikely house in Sadr City where young victims of violence are given a new lease on life.

The United States–led invasion of Iraq produced thousands of orphans, and the new Iraqi government has failed to address the issue. After learning of the abysmal horrors in government-run orphanages in Baghdad — where children are subjected to physical, sexual and psychological abuse and sent to special schools from which they systematically drop out — Husham Al Thabe decided to establish an orphanage on his own. He rented a two-room house with a courtyard in Sadr City and transformed it into a makeshift home for some thirty-two boys of different ages. He appealed to likeminded volunteers to help rear the children, and raised funds wherever possible — largely donations from locals in awe of his Herculean mission.

In 2009, Mohamed Jabarah Al-Daradji and his brother Atia had just wrapped production on their feature film Son of Babylon when they heard of Husham’s story, which seemed to embody the predicament of the country. Survivors of traumatic violence bound by the shared sorrow of facing life without a family, the orphaned boys span Iraq’s ethnic, religious and class mosaic. For nine months, the Al Daradji brothers filmed the daily life of the house, capturing the camaraderie between the children, their humble moments of playfulness, their squabbling and their efforts to cope. When the landlord raises the rent, Husham and his kids face possible eviction. To distract from that frightful prospect, the boys stage a musical performance called In My Mother’s Arms, giving voice to their longing for a mother’s unconditional love – that thing for which they hunger most.