FASHION THROUGH A LENS

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THE GIVING MOVEMENT

FASHION THROUGH A LENS

Creative direction for The Giving Movement. The objective lies in the development of a memorable and captivating campaign that resonates with the concept of endless opportunity focusing on the young, free and creatively unconfined.

The aim was to bring TGM to life by identifying the key messaging of street culture in the Middle East and giving a strong visual voice, through emotive and memorable storytelling.

This project was shot from an authentic voyeuristic lens capturing a group of friends, unconstrained before the world rises. Casting focused on a group of M/F shot at dawn, with a mix of street scene backdrops to break up monotony. The series will focus on the narration of friendship.

Intimate, authentic and alive!